West Ham United FC has renewed its sponsorship agreement with beer manufacturer Heineken, continuing cooperation to ‘enhance the match day experience for supporters’.

The new multi-year agreement builds on the existing five-year collaboration between the duo, which saw the introduction of fan areas such as The Boleyn Bar, The Heineken Bar under the North Scoreboard, and the Fan Zone Bar at the back of the Billy Bonds Stand.

Additional bespoke bar installations will be developed as a result of the deal, whilst a range of beer and cider will be made available as refreshments to Irons fans, including Heineken, Amstel, Birra Moretti and Strongbow.

“We are delighted to extend our partnership with Heineken,” said Nathan Thompson, Commercial Director at West Ham United.

“As we look forward to the new season hosting European football and our stadium gladly back at full capacity, we are proud that Heineken are able to offer supporters a wide range of world-renowned beverages.”

Heinken will take advantage of visibility across the club’s digital channels as well as on instadia LED perimeter advertising boards, ahead of West Ham’s entry into European competition next season.

Additionally, West Ham’s 66,000 seat London Stadium has also extended its sponsorship with the beer brand, delivered across its multi-event calendar. 

Heineken had previously enjoyed marketing opportunities during the 2015 Rugby World Cup, 2017 World Athletics Champions and 2019 Major League Baseball London Series events hosted at the venue.

Stephen Watt, On Trade Director, Heineken, remarked: “We’ve enjoyed a successful partnership with West Ham United over the past five years and are delighted to renew the partnership with a club that has a rich heritage and passionate fans. 

“We look forward to continuing this work, improving the match day experience for fans even further.”

Heineken maintains an extensive presence in the sporting space, having formed partnerships with the Miami Dolphins of the National Football League (NFL), UEFA and the Royal Netherlands Football Association (KNVB), as well as the Europa League via its Heineken 0.0% alcohol free beer product.

West Ham United – which first partnered with Heineken during the 2016/17 season – also maintains sponsorship agreements with primary front-of-shirt sponsor Betway in addition to open payments platform Trustly, among others.

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