The famous Strongbow brand will return to Elland Road this season under a new pouring rights agreement signed by Leeds United hospitality and catering partner Levy Restaurants with HEINEKEN, the UK's leading cider and beer business.
Under the new agreement, HEINEKEN will supply its leading brands; Foster's lager, John Smith's bitter and Strongbow cider. Premium beer brand Heineken® will be served within the hospitality areas of the stadium.
HEINEKEN will receive a package of marketing rights at the stadium and will be converting the former Viewing Deck in the South Stand into a dedicated Foster's Fan Zone, from where guests and competition winners will be able to enjoy the game.
HEINEKEN will also be hosting a special penalty shoot-out competition feature for fans within the Centenary Pavilion before every game, with the winners being invited to take penalties on the pitch at Elland Road towards the end of the season.
As part of the new agreement HEINEKEN has invested over £250,000 in the stadium cider & beer serving infrastructure, installing state of the art fast pour systems into all of the concourse areas, improving the quality and speed of serve within these areas. These improvements will mean that the perfect pint can be poured in under 10 seconds, helping to reduce queuing times during the half time interval.
Leeds United Managing Director David Haigh said: "The club has a strong historical connection with the Strongbow brand and we are delighted to welcome HEINEKEN to Elland Road. Their market leading brand portfolio and their commitment to improve the speed and quality of serve within the concourse areas will help make the matchday experience even better for our supporters."
Commenting, Rick Eastwood, Regional Sales Director for HEINEKEN said "Leeds United is one of the most iconic sporting brands within the North of England, and Elland Road is an internationally recognised venue that we are very much looking forward to supplying. We take great pride in the quality delivery of all of our brands and we can't wait for the season to begin. "
HEINEKEN is headquartered in Edinburgh and employs around 2,300 people. As well as a cider maker and brewer, it owns around 1,300 pubs through their Star Pubs & Bars business.
For further information regarding Heineken UK please visit their website at www.heineken.co.uk.