Heineken renews sponsorship with Man City

Dutch brewer Heineken has renewed its sponsorship of Premier League side Manchester City until the 2017/18 season.

The two brands have been partners for the last 18 years and has survived the team’s move from its original stadium in Maine Road to the Etihad Stadium which took place in 2003.

Heineken’s largest UK brewery is located in the Moss Side area of the city, near to Maine Road.

Under the terms of the agreement, Heineken’s brands including Foster’s, Strongbow, Bulmers, Amstel and John Smith’s will be served at the ground’s bars and hospitality facilities.

Heineken’s UK on-trade managing director, Lawson Mountstevens, commented: “We are delighted to extend our partnership with one of the most ambitious clubs in world football.

“Teaming up with Manchester City presents a unique opportunity to showcase our unrivalled portfolio of cider and beer brands to over 47,000 spectators, while trialling and developing new product and dispense innovation throughout the Etihad Stadium’s state-of-the-art bars and hospitality facilities.”

The team’s chief operating officer, Tom Glick, added: “Heineken and its stable of brands have been a key part of our fans’ match day experience for more than eighteen years. We’re extremely proud of this relationship that has spanned nearly two decades and look forward to working together to continually improve the Etihad Stadium’s beverage offering.”

Manchester City has implemented a number of new initiatives to this effect, including running 15 new “beer buggies” on match days and installing fast-pour tap systems, which can dispense a pint in six seconds.