£1.2m sponsorship deal will reach parts of Lancs CCC other beers can’t

EMIRATES Old Trafford and Lancashire County Cricket Club have signed an exclusive five year deal with Heineken worth more than £1.2m.

The new agreement, means that Heineken – which brews more than two million pints a day at its Manchester facility – will supply beer and cider, including Heineken, Foster’s and Strongbow to all bars at the international cricket ground and conference and events venue.

Daniel Gidney, the chief executive of Lancashire CCC said: “Linking up with Heineken, a renowned international brand, marks the start of an exciting new era.

“It demonstrates how far Emirates Old Trafford has grown as a business, and this investment from a brand partner of the Champions’ League and the Rugby World Cup shows the path we are on.

“Heineken presented an exceptional proposal and we are excited to be working together.

“2016 is set to be a huge year for Emirates Old Trafford. We are hosting international cricket between England and Pakistan, and Rihanna’s The Anti World Tour which will welcome 50,000 fans.”

The brewer is also the official sponsor of the Party Stand for all cricket match days as well as the surrounding fan village hosting pop up bars, food stands, big screens, live music and entertainment.

Graeme Nicholson, regional sales director at Heineken, said: “As one of Manchester’s largest employers, we’re really pleased to have cemented our links with Lancashire CCC at Emirates Old Trafford.

“Both businesses were founded in the same year 1864 – and we look forward to developing the partnership in the future.

“We have recently invested £50m in our brewery in the city centre and brew over two million pints a day.  This is a great link up with the stadium and demonstrates our commitment to the region.”