‘The Hammers’-HEINEKEN say ‘cheers!’ again


Heineken extends contract with London Stadium Image: West Ham United

The Premier League team West Ham United F.C. recently renewed its sponsorship agreement with beer manufacturer Heineken, continuing cooperation to “enhance the matchday experience for supporters”.

The UK’s leading pub, cider and beer company, HEINEKEN, became the Official Beer Partner of the Premier League team West Ham United at the start of the 2016-2017 seasons and the latter has again renewed its partnership with the former.

The ‘West Ham United’ stated that the new multiyear partnership will see HEINEKEN continue to provide an extensive range of the UK’s most loved beer and cider brands at West Ham United matchdays. These brands include, but are not limited to, Heineken, Amstel, Birra Moretti, and Strongbow.

The West Ham United Football Club is an English professional football club based in Stratford, East London (UK) that competes in the Premier League, the top tier of English football. The club plays at the London Stadium, having moved from their former home, the Boleyn Ground, in 2016.

The 80,000-capacity London Stadium is a multipurpose outdoor stadium at Queen Elizabeth Olympic Park in the Stratford district of London. It is located in the Lower Lea Valley, 6 miles East of Central London.

The ‘West Ham United’ further stated that over the last five years, West Ham United and HEINEKEN have worked in concert to provide supporters an exhilarating matchday experience, introducing popular fan areas such as The Boleyn Bar, The HEINEKEN Bar under the North Scoreboard, and the Fan Zone Bar at the back of the Billy Bonds Stand. With exciting European nights on the horizon, HEINEKEN will continue to help West Ham United fans create memories that will last a lifetime.

The multiyear extension will allow both parties to continue this work, with additional bespoke bar installations, plus a wider range of beer and cider being made available to supporters. HEINEKEN will also enjoy visibility across the club’s growing digital channels and LED perimeter advertising boards.

Nathan Thompson, Commercial Director, West Ham United, stated, “We are delighted to extend our partnership with HEINEKEN. As we look forward to the new season hosting European football and our stadium gladly back at full capacity, we are proud that Heineken are able to offer supporters a wide range of world-renowned beverages.”

Stephen Watt, On Trade Director, HEINEKEN, commented, “We’ve enjoyed a successful partnership with West Ham United over the past five years and are delighted to renew the partnership with a club that has a rich heritage and passionate fans. We look forward to continuing this work, and improving the matchday experience for fans even further.”

In addition, London Stadium has also announced a long-term extension with HEINEKEN that will deliver across their multievent calendar, which has seen the venue host the 2015 Rugby World Cup, the London 2017 World Athletics Championships, the 2019 Major League Baseball London Series, and performers like the English rock band Rolling Stones, American rock bands Foo Fighters and Guns N’ Roses, and American singer-songwriter Beyoncé.

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