Cricket club toasts new lager deal
WARWICKSHIRE County Cricket Club has secured a new commercial partnership with beer manufacturer Molson Coors.
The deal will see its Carling, Coors Light and Staropramen lagers served at Edgbaston Stadium as part of a five-year deal.
The new agreement will see Carling become the official lager of Warwickshire CCC and served at all public bars around Edgbaston.
Additionally, Coors Light and Staropramen will be served in hospitality lounges and within the stadium’s events and banqueting business.
The deal also gives Molson Coors a naming rights opportunity to the Stanley Barnes Stand at Edgbaston Stadium as well as perimeter branding and hospitality for the programme of international and major match cricket. The club’s commercial director Gareth Roberts said: “Molson Coors have been a supplier for the last six years and its extensive range of brands makes it the perfect lager partner to support our cricket, hospitality and banqueting events.
“We’re delighted to extend the relationship to a commercial partnership and provide opportunities for Molson Coors to maximise its brand presence at our extensive programme of international and major match cricket at Edgbaston.”
James Harrison, director of trading at Molson Coors, added: “We are proud to be partnering with Warwickshire County Cricket Club, one of the biggest names in British cricket.
“The vote of confidence in our business model is particularly pleasing and we feel that its popularity is largely down to its insight driven approach and the fact it puts the needs of the customer first.
“We’re looking forward to a successful five years, offering a wide portfolio of beers and ciders to Warwickshire CCC fans.”