Global drinks giant signs three-year partnership with Leeds event management firm

XSEM, the Leeds-based event management company, has been awarded the meetings and events contract with MolsonCoors.

MolsonCoors, whose signature brands include Carling, Coors, Cobra and Staropramen, has signed a three-year agreement with the Leeds-based event, conferencing incentive travel specialist.

In the last two years, XSEM has organised and executed a range of incentive-led trips for MolsonCoors, including visits to New York and Prague.

The new contract means XSEM will also be handling event-led and ticketing briefs for the new Premier League season, with Carling having been named as one of the league’s new partners, alongside the likes of Nike, EA Sports and Barclays.

MolsonCoors, through its Carling brand, has signed a three-year partnership deal with the Premier League.

Dan Bardgett, managing director at XSEM, said: “The long term partnership agreement with MolsonCoors has come off the back of some inventive, well-planned and extremely successful events for their sales teams and customers.

“We’re thrilled to have developed this to a stage where they can see true commercial benefit of cementing a long-term relationship with us. MolsonCoors is a world leading drinks company and we’re thrilled to be entering into this partnership with them.”

Alpesh Mistry, customer marketing director at MolsonCoors, added: “The team at XSEM has consistently exceeded expectations and understand fully that MolsonCoors is all about delivering the highest level of service to its customers.

“They’ve challenged us to create bigger and better event experiences and have demonstrated clear commercial benefit to these. We’re thrilled to be entering this agreement with them.”

Dan added: “MolsonCoors’ commitment to the Premier League through its Carling brand blends seamlessly with our rich heritage in sports event marketing and we’re in prime position to work closely with them on maximising the available opportunities for the most high profile football league in the world.”

Other MolsonCoors brands include Cobra, Blue Moon, Doom Bar, Caffrey’s and Worthington’s.