Birmingham City secures another ‘world class’ multi-year deal with a £37 billion company.

Birmingham City has confirmed that they have agreed to a four-year agreement with beer giants Heineken.

Birmingham City has confirmed that they have signed another lucrative deal with world-renowned beer company Heineken this season. Blues fans have enjoyed Heineken’s various brands, which have been introduced to concourse bars around St Andrews this season, including Birra Moretti, Cruzcampo, Strongbow Dark Fruits, and Beavertown Neck Oil.

Blues and Heineken have signed a four-year agreement that commits to keeping the Blues’ supporter experience at the forefront of everything they do on the pitch. The club also confirmed that they spent up to £15 million on stadium renovations over the summer, including the implementation of Heineken’s offerings.

“Our commitment to fans is to create a matchday experience that is second to none. To deliver, we need to partner with world-class companies, like HEINEKEN, who want to be part of the exciting Blues comeback story,” said Blues chief fan experience officer John Clarke. “The HEINEKEN team has demonstrated that it shares our ambition and will add value to our evolving story.

“It is bringing several of the UK’s best-loved and fastest-growing brands to our revamped St. Andrew’s @ Knighthead Park; it has invested in the equipment needed to deliver great tasting beers, including Heineken 0.0; and will bring its marketing and fan activation expertise to ensure we continue to create ‘wow’ moments for our supporters.

“We could not be happier to have HEINEKEN at our side. We are delivering affordable football, now we are delivering high quality, affordable refreshments. It’s a great time to be a Blues fan.”

Heineken is currently valued at £37 billion. This year, the Blues have already signed long-term agreements with Nike, Undefeated, and Delta Airlines, the world’s largest airline company.

GET MORE RELATED CONTENT HERE