Hammers drink to Heineken partnership

Brand to have pouring rights at club’s new Olympic Stadium home.

Hammers drink to Heineken partnership

Premier League outfit West Ham United have announced a major agreement with alcoholic beverage brand Heineken, ahead of their debut season in the Olympic Stadium.

The five-year deal will see Heineken become the club’s official beer and cider partner at the new stadium, where the brand will have exclusive pouring rights.

Heineken’s brand, including Amstel, Fosters, Birra Moretti, Bulmers and Strongbow, will be available in both the stadium’s concourses and in the hospitality space, Club London.

“Today’s announcement represents another high-profile partnership for West Ham United with a truly global, best-in-class brand,” said West Ham vice chairman Karren Brady.

“You need only look at Heinken’s partnership portfolio to understand the scale of the business and with over 150 years’ history behind them, they, like us, have a rich heritage.”

Earlier this week, West Ham played their first game at the Olympic Stadium, beating NK Domzale 3-0 in the Europa League. The club will be aiming to build on a successful 2015/16 season, when they finished seventh.