Anshuman Joshi
Rahul NareshThis article contains information regarding the beer companies enjoying a strong branding presence across the physical and digital assets of Premier League clubs during the 2023/24 season.
AFC Bournemouth | Heineken UK
The British division of Amsterdam-headquartered Dutch brewery Heineken has been a partner of AFC Bournemouth (AFCB) for over a decade.
Apart from branding rights, the deal also grants Heineken UK pouring rights at AFCB events, including hospitality presence at the Vitality Stadium, the club’s home ground.
The two parties last signed an extension agreement in November 2023 — a two-year deal that sees Heineken UK serve as Official Beer and Cider Supplier to the club.
Arsenal FC | Camden Town Brewery
London-based Camden Town Brewery acquired exclusive rights to Arsenal FC’s intellectual property when the two signed a three-year deal in July 2019. Camden Town Brewery thus serves as the club’s official beer partner in the UK and Ireland.
Arsenal FC signed a new “long-term agreement” with Camden Town Brewery in June 2023. The brewery marked the occasion by launching a club-themed beer named “North London is Red”.
Aston Villa FC | Heineken
Heineken first partnered with AVFC from 2010 to 2013. The two resumed their partnership when the Dutch brewing company was announced as the club’s Official Beer & Cider Partner in June 2016.
Apart from branding rights, the deal includes pouring rights for Heineken’s leading cider and beer brands at Villa Park, the club’s home ground. These brands include Strongbow, Bulmers, Heineken® and Foster’s.
Brentford FC | Fuller’s
Asahi Breweries signed a five-year deal with Brentford FC as an Official Stadium Founder Partner for their new home ground in September 2020.
Apart from branding rights, the partnership sees Asahi’s drinking products made available at the recently-opened Gtech Community Stadium.
One of Asahi’s subsidiaries, the Fuller beer and brewing business, has a long-standing association with the club, going all the way back to 1904, when Fuller donated to Brentford FC one of its apple orchards upon which Griffin Park—the club’s previous home ground—was built.
Brighton and Hove Albion FC | Heineken UK
Heineken UK has been the Official Beer and Cider Partner of BHAFC since the 2011/12 season. The deal sees Heineken not only provide draught and packaged cider to fans inside the Amex Stadium, the club’s home ground, but also sponsor a lounge.
The two parties last renewed their partnership in a “multi-year” extension in January 2022.
Chelsea FC | Singha
Singha has been Chelsea FC’s official beer partner since 2010.
Aside from branding rights, the Thai brewery holds pouring rights inside Stamford Bridge, the club’s home ground, and also engages in CFC’s expansion into the southeast Asia market.
Crystal Palace FC | Carlsberg
The Vesterbro, Copenhagen-based Danish beer brand is the Official Beer of CPFC, holding pouring rights inside Selhurst Park — home of the Palace senior men’s team.
Everton FC | Carling
Everton FC signed Carling on a long-term deal back in July 2017. The deal sees Carling serve as the club’s official UK beer partner and hold pouring rights at Goodison Park, their home ground.
Liverpool FC | Carlsberg
When Liverpool FC’s partnership with Vesterbro, Copenhagen-headquartered Danish brewer Carlsberg, was extended in May 2019 to run until 2024, it became the longest running partnership in Premier League history; Carlsberg has been sponsoring the club since 1992.
In August 2019, Carlsberg released a club-themed red pilsner to commemorate the club’s legendary former manager Bill Shankly’s decision to play in an all-red kit.
The two parties announced a “historic” ten-year extension of their partnership in December 2023.
Manchester City FC | Asahi Super Dry
Asahi Super Dry, a beer offering of Japanese beverage and food company Asahi Food Holdings, was announced as the Official Beer Partner of Man City in August 2022. The partnership also included the following City Football Group (CFG) — the holding company owned by the Abu Dhabi United Group that looks after the football administration of Man City and their sister clubs around the world — teams: Melbourne City FC, Yokohama F. Marinos and Sichuan Juiniu FC.
The partnership was kicked off by former Man City players Shaun Wright-Phillips and Shaun Goater. Apart from branding rights, the deal also entails collaboration with Man City over fan engagement activities like giveaways and competitions since the start of the 2022/23 season. Asahi Super Dry is also poured inside the Etihad Stadium, the Man City home arena, whose hospitality facility has also been renamed to Asahi Super Dry Tunnel Club as part of the agreement between CFG and Asahi.
In July 2023, Asahi’s non-alcoholic offering, the “Asahi Super Dry 0,0%”, was announced as the official front-of-training-shirt sponsor of the Man City men’s and women’s first teams for the 2023/24 season.
Newcastle United FC | Carling
Carling Brewery signed an initial four-year agreement with Newcastle United FC as their official beer partner in a £3m deal in June 2007. Sixteen years later, the deal still stands.
As part of the deal, Carling holds pouring rights inside St James’ Park — home of the Newcastle United senior men’s team.
Nottingham Forest FC | Molson Coors
The Chicago, Illinois-headquartered American-Canadian beverage company serves as the Official Beer Partner to Nottingham Forest FC.
Tottenham Hotspur FC | Heineken
Dutch cider and beer company Heineken was announced as Spurs’ Official Beer Partner in May 2018 ahead of the 2018/19 season.
The deal grants Heineken pouring rights inside Tottenham Hotspur Stadium for some of its beer and cider products, including Heineken®, Amstel, Strongbow and Old Mout Cider.
West Ham United FC | Heineken
Dutch brewing company Heineken has been West Ham’s Official Beer & Cider Partner since 2016. The deal grants Heineken pouring rights at the London Stadium, the club’s home ground, in the form of draft and bottles.
The two parties last renewed their partnership in June 2021.
