Lancashire Cricket has announced a five-year extension with Heineken, the Official Beer and Cider Partner of Emirates Old Trafford.
A long-standing partner of the Club since 2016, Heineken will retain the pouring rights for Emirates Old Trafford across concourse, hospitality, hotel and conference and events areas of the stadium.
This new partnership will see Heineken supply a host of its much-loved beer and cider products inside the world-class stadium. All products will be available in draft and bottle form throughout concourses and premium areas. Fans will also benefit from Heineken’s industry leading Smart Dispense system, cutting the carbon footprint of the stadium by reducing wastage, water and promoting sustainability.
Heineken 0.0 will also be stocked across all bars inside the stadium, as Lancashire Cricket and Heineken recognise the growing need to offer zero percent alcohol alternatives to all guests.
Heineken’s ongoing support is an important factor in the new development at Emirates Old Trafford, which is set to be completed in 2023, and includes investment in new bar areas and improvements inside the stadium.
The partnership also includes support with the Club’s marketing plans from Heineken to enhance in-stadium activity – in areas such as the Fan Village - to improve supporter experience and enjoyment. Within the Fan Village, Heineken have assisted with the installation of a shipping container style bar complete with DJ Booth experience as part of an enhanced offering for guests this summer.
Daniel Gidney, chief executive at Lancashire Cricket said:
We are thrilled to extend our long-standing relationship with Heineken, who play an integral role in the matchday experience for Members and supporters attending Emirates Old Trafford.
In addition to holding pouring rights for beer and cider across the stadium, Heineken are working closely with us to continue improving guest experience at Emirates Old Trafford, in areas such as the Fan Village for domestic and international cricket.
Their support over the years has been so important in terms of the development of Emirates Old Trafford as a world-class, multi-purpose venue, and we look forward to working together over the next five years.
Graeme Nicholson, sales director at Heineken, added:
We have been so impressed with the Club’s vision for Emirates Old Trafford since 2016 and we are excited to play our part in giving fans an unparalleled experience in a world-class venue.
The stadium is home to generations of fans and we are proud that it will continue to be our beers and ciders that are available for another five years.
PSAM editor John Sheehan caught up with Yves De Cocker, Managing Director of PitchTecConcept, who explains how his company bridges the gap between sports organisations and the technology used in the playing surface industry.
The interview covers:
Yves 20+ years industry leading experience in the evolution of hybrid grass, trends he has noticed and some of the notable projects he has been involved with
The key reasons for Yves launching PitchTecConcept
Common mistakes often made with playing surface management
The steps he offers as a bridge between the industry and the end user
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