PanStadia & Arena Management Magazine is the undisputed world leader for the business of stadia, arenas, sporting events and venues on a global scale.

Heineken extends London Stadium deal

West Ham United and London Stadium have announced a new multi-year partnership extension with Heineken.

The UK’s leading pub, cider and beer company, Heineken became the Official Beer and Cider Partner of West Ham United at the start of the 2016-17 season.

The new multi-year partnership will see Heineken continue to provide an extensive range of the UK’s most loved beer and cider brands to London Stadium across all events, including West Ham United matchdays. These brands include, but are not limited to, Heineken, Amstel, Birra Moretti and Strongbow.

Over the last five years, West Ham United, London Stadium and Heineken have worked together to enhance the match day experience for supporters, introducing popular 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.

The multi-year extension will allow the three parties to continue this work, with additional bespoke bar installations, plus a wider range of beer & cider being made available to supporters. Heineken will also have visibility across the Club’s growing digital channels and LED perimeter advertising boards.

In addition, London Stadium’s long-term extension with Heineken will deliver across the multi-event calendar, which has seen the venue host the 2015 Rugby World Cup, the London 2017 World Athletics Championships, the 2019 Major League Baseball London Series, and performers like the Rolling Stones, Foo Fighters, Guns N’ Roses and Beyoncé.

Graham Gilmore, CEO, London Stadium, said:

We are proud to announce an extended partnership with HEINEKEN. They have played an important role in our aim of delivering a world class experience for all visitors to London Stadium, whatever the event.