Gillette Stadium ticketed premium space



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Gillette Stadium new premium space Image: New England Patriots

The Kraft Sports + Entertainment and the brewing company Anheuser-Busch recently introduced a new ticketed premium space at the Gillette Stadium in Foxborough, Massachusetts (US).

‘New England Patriots’ stated that a longstanding sponsor of the Gillette Stadium, the National Football League (NFL) team New England Patriots and the Major League Soccer (MLS) team New England Revolution, the Anheuser-Busch has been a leader in fan engagement and celebratory moments for 21+ New England sports fans for decades. With the above announcement, Anheuser-Busch continues to provide Patriots and Revolution 21+ fans with the most unique experiences and connectivity to their favorite teams.

Foxborough, Massachusetts (US)-based the Kraft Sports + Entertainment, a division of The Kraft Group, oversees marketing, sales, content development, and event operations for the New England Patriots, the New England Revolution, the Boston Uprising of esports’ Overwatch League, and the Gillette Stadium. Led by Robert and Jonathan Kraft, Kraft Sports + Entertainment have set the standard for delivering world-class concerts and sporting events to the people of New England (US) for more than 20 years.

The Anheuser-Busch Companies, LLC, is an American brewing company headquartered in St. Louis, Missouri (US). Since 2008, it has been wholly owned by the Anheuser-Busch InBev SA/NV, now the world’s largest brewing company.

At Anheuser-Busch, the purpose is to create a future with more cheers. The company always looks to serve up new ways to meet life’s moments, dream big to move the industry forward and make a meaningful impact in the world. They hope to build a future that everyone can celebrate, and everyone can share. For more than 160 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, the company owns and operates more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities, and packaging plants, and have more than 19,000 colleagues across the United States. The brewing company is home to several of America’s most loved beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry.

The 65,878-capacity Gillette Stadium is a football stadium located in the town of Foxborough, Massachusetts (US), which is 22 miles Southwest of downtown Boston. It serves as the home stadium and administrative offices for both the New England Patriots of the National Football League and the New England Revolution of Major League Soccer.

The Gillette Stadium is undergoing its most dramatic stadium improvements since opening in 2002. In addition to the Bud Light Celebration Beer Hall, the North side expansion project also features the largest outdoor stadium high-definition videoboard in the United States – measuring 22,000 square feet, the 50,000 sq ft G-P Atrium, an entirely reimagined fan plaza leading into the stadium, a 21-story lighthouse with a 360-degree observation deck at the top, connectivity on all levels of the stadium, and enhanced fan amenities.

The New England Patriots are a professional American football team based in the Greater Boston area (US). The Patriots compete in the National Football League as a member club of the league’s American Football Conference East division. The Gillette Stadium serves as their home pitch.

The New England Revolution is an American professional soccer club based in the Greater Boston area that competes in Major League Soccer (MLS), in the Eastern Conference of the league. It is one of the 10 charter clubs of MLS, having competed in the league since its inaugural season.

‘New England Patriots’ further stated that the Kraft Sports + Entertainment and Anheuser-Busch collaborated to identify and build a celebratory indoor/outdoor hospitality space at the Gillette Stadium. Opening in September 2023, the Celebration Beer Hall will provide a unique field-level gameday experience. Fans inside Celebration Beer Hall will have unprecedented access to watch Patriots and Revolution players as they walk from their locker room through the tunnel before accessing the game field.

The Celebration Beer Hall will reside in the Northeast corner of the field and guests will cheer on their favorite team from the private 2,000 square-foot outdoor patio or inside the 4,000 square-foot Beer Hall. Fans will be able to spend their entire gameday at the Celebration Beer Hall and are encouraged to “celly-brate” together before, during and after games. The 375 square-foot oval bar in the center of the room is sure to become a favorite gathering space when honoring gameday traditions. On non-event days, the Celebration Beer Hall will be available to host social events for 200-300 guests.

Said Murray Kohl, Vice-President of Sales, New England Patriots, “Bud Light, a truly iconic experiential brand, has been a longstanding and valued sponsor of ours. Their vision for the Celebration Beer Hall was evident from the beginning and we know they are perfectly positioned to create the quintessential ‘want-to-be’ gathering place on gameday and non-gamedays alike.”

Stated Anheuser-Busch, “We are thrilled to expand our sponsorship with the Patriots, Revolution and the Gillette Stadium to create an immersive and experiential gameday Bud Light hospitality location that makes it even easier to enjoy the game. The Celebration Beer Hall, with its unique view of the players’ pre-game walk-out and the proximity to the field of play, makes this space unlike any Bud Light activation space in the NFL and MLS.”

Memberships to the Celebration Beer Hall can be purchased for Patriots games on a season long basis and on an individual game basis for Revolution matches and select Gillette Stadium special events. Memberships will feature all-inclusive food, Anheuser Busch products, preferred parking, giveaways, and special guest appearances.

Construction on the Celebration Beer Hall is scheduled for completion, along with the previously announced Gillette Stadium North side project, prior to the start of the 2023 NFL regular season which is scheduled to begin on September 7th, 2023.

New York (US)-based the National Football League (NFL) is a professional American football league that consists of 32 teams, divided equally between the American Football Conference and the National Football Conference.

The Major League Soccer (MLS) is a men’s professional soccer league sanctioned by the United States Soccer Federation, which represents the sport’s highest level in the United States. The league comprises 29 teams – 26 in the United States and 3 in Canada – since the 2023 season. The league is headquartered in Midtown Manhattan, US.

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