Southampton Football Club extends partnership with Kingfisher Beer producer

Southampton Football Club has announced an extension to its multi-year partnership with beer and cider specialist KBE Drinks.

The extension will see KBE Drinks continue to supply its flagship brand, Kingfisher, as the main pouring brand at the stadium, as well as other brands in their portfolio for Saints fans to enjoy on match days ahead of the game.

Kingfisher has proven a “big hit” amongst fans since its introduction at the start of the 2019 season, having increased draught sales (by 18 per cent YOY) across St Mary’s hospitality offerings and concourses.

The agreement enables Southampton FC to benefit from KBE Drink’s range of global beer brands. Sagres from Portugal, Dos Equis from Mexico and New Zealand’s craft beer brand, Yeastie Boys, are all available.

Since partnering in 2019, the club and KBE Drinks have worked together to enhance the matchday experience for supporters, introducing a fan zone and providing their beers across the concourses, Gasworks Bar, and the club’s hospitality suites and boxes.

The partnership will allow both parties to continue this work with all products and brands under KBE Drinks being made available to supporters across a multi-event calendar. Following the extension, KBE Drinks will also have visibility across the club’s growing digital channels.

Announcing the partnership extension, Sarah Batters, director of partnerships and marketing for Southampton Football Club, said: “KBE Drinks has proven themselves to be an excellent partner since joining us in 2019.

“We are excited to be continuing with them to enhance the matchday experience for our fans and visitors to St Mary’s Stadium. We look forward to what the next three seasons hold as we help bring their popular beers to Southampton.”

John Price, head of marketing at KBE Drinks, added: “We have recently relaunched Kingfisher in the UK with new packaging, consumer campaign and ambitions to stretch the brand beyond its home in the Indian Restaurant Channel.

“Our presence at St Mary’s was one of our first steps on this journey, strategically seeding the brand in a very different environment from our traditional consumption occasion. We are extremely proud of our partnership with Southampton FC and its fans have made us feel very welcome. We look forward to three more exciting seasons!”.

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