Crystal Palace signs multi-year deal with Molson Coors

English football club Crystal Palace FC has announced a new multi-year partnership with beverage company Molson Coors Beverage Company who has joined the club as their Official Beer Partner. The partnership will kick off from the 2026/27 season and will have Molson Coors’ brands at Crystal Palace’s home ground, Selhurst Park, including Madrí Excepcional, Madrí Excepcional 0.0%, Coors, Carling Premier, Caffrey’s Black Stout, Aspall Cyder and Sharp’s Cold River Cider. Molson Coors will also have branding across Selhurst Park on matchdays across big screens, concourses, digital displays and other advertising assets. The club and Molson Coors will also work together on various fan engagement activities. 

Paul O’Brien, Chief Commercial Officer at Crystal Palace FC, commented,

“We’re delighted to welcome Molson Coors to Crystal Palace as our new Official Beer Partner. This is an important partnership for the Club, as Molson Coors and its fantastic portfolio of brands will become a major part of the matchday experience at Selhurst Park over the coming seasons, while contributing to the biggest transformation of our public matchday catering offering since our return to the Premier League. Molson Coors has a long-standing connection with football and a great understanding of supporters and matchday occasions. We’re looking forward to working closely together and bringing the partnership to life across the stadium and beyond.”

Dean Ince, New Business Sales Controller at Molson Coors, added,

“We are delighted to become the official beer partner of Crystal Palace FC. The club boasts a proud history, an incredibly passionate fanbase and is entering an exciting period following its recent successes. Football has always been about bringing people together, and that’s something that sits at the heart of our business and our brands. We’re looking forward to helping enhance the matchday experience at Selhurst Park through our leading portfolio of beers and ciders, while working closely with the club to create memorable experiences for Eagles supporters throughout the partnership.”