West Ham United celebrate European qualification with HEINEKEN renewal

Kacper Wilkins
Kacper Wilkins
3 Min Read

The UK’s leading pub, cider and beer company, HEINEKEN became the Official Beer 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 at 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 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. With exciting European nights on the horizon, HEINEKEN will continue to help our fans create memories that will last a lifetime.

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

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

Stephen Watt, On Trade Director, HEINEKEN, said: “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.”

In addition, London Stadium have also announced a long-term extension with HEINEKEN that will deliver across their 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.


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