Cheers! Sheffield United strikes new partnership with Heineken

Sheffield United has signed a new pouring rights partnership with beer and cider business, Heineken.

The three-year pouring rights partnership will see Fosters, John Smiths and Strongbow available on draft and Bulmers and Heinken in bottles across the concourses at Bramall Lane.

Other brands from the Heineken portfolio, including Amstel and Birra Moretti will be available in hospitality areas.

Paul Reeves, Sheffield United’s head of commercial, said: “Heineken has a long track record of supporting football on a global scale and is currently the official beer of the UEFA Champions League, alongside being the official partner of a number of Premier League Teams and EFL Championship Teams.

“At the Club, we continue to look at ways in which we can improve the matchday experience for our fans before, during and after the game and this collaboration with a drinks brand who strive for the same levels of excellence allows us to ensure supporters in our concourse and hospitality areas are able to enjoy quality products.

“This announcement represents another high-profile partnership for Sheffield United with a truly global, best-in-class brand.”

Duncan Barlow, regional sales director for Heineken, commented: “We have been a supporter of professional football for many years. This, together with our shared commitment to provide excellent match day experiences means Heineken is a natural partner for Sheffield United”.

Heineken will be supporting the improvement of several the bars around the Stadium and will also create branded areas and adult fan activities to support the match day experience.

Greg Smith, the general manager for Levy Restaurants UK, will oversee the match day catering operations at Bramall Lane.

Greg added: “Taking into account feedback from our supporters, we are delighted to be able to offer our fans the opportunity to enjoy draught beer from the Heineken fast-pour equipment which means that drinks can be served at twice the speed of standard dispense equipment.

“The Heineken fast-pour tap system will enable a perfect pint to be served between eight and nine seconds, allowing fans to enjoy super chilled beer and cider with the aim of reduced queuing time on the concourses.”

The new facilities will be fully installed for the first game of the season when the Blades will take on Brentford.