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Heineken signed with English Chelsea as official beer
England - 14 August, 2006
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English Chelsea is going Dutch, as in Dutch beer Heineken, which signed a four-year deal with the club to become its official beer.
The lager will be the main beer served in restaurants and bars at Stamford Bridge until the end of the 2009-2010 season.
Heineken already sponsors the UEFA Champions League, the Rugby World Cup and the Heineken Cup. The Chelsea deal is the first of its kind with a club.
"We've enjoyed our UEFA Champions League nights at Chelsea over the last season and we're very excited about extending that relationship across the whole season," said Rob Marijnen, managing director of Heineken UK.
The Heineken deal will include advertising boards, in-stadium promotions and competitions.
"Heineken is the premium beer brand in football and is therefore a natural partner for Chelsea," said Chelsea's business affairs director, Paul Smith. "This partnership will not only mean better service and quality for the club and its fans but also a deeper relationship between us through Heineken's activation of its rights."
Chelsea's main kit and shirt sponsors are Adidas and Samsung. The club played its first home match, a pre-season friendly against Celtic, Wednesday night.
The lager will be the main beer served in restaurants and bars at Stamford Bridge until the end of the 2009-2010 season.
Heineken already sponsors the UEFA Champions League, the Rugby World Cup and the Heineken Cup. The Chelsea deal is the first of its kind with a club.
"We've enjoyed our UEFA Champions League nights at Chelsea over the last season and we're very excited about extending that relationship across the whole season," said Rob Marijnen, managing director of Heineken UK.
The Heineken deal will include advertising boards, in-stadium promotions and competitions.
"Heineken is the premium beer brand in football and is therefore a natural partner for Chelsea," said Chelsea's business affairs director, Paul Smith. "This partnership will not only mean better service and quality for the club and its fans but also a deeper relationship between us through Heineken's activation of its rights."
Chelsea's main kit and shirt sponsors are Adidas and Samsung. The club played its first home match, a pre-season friendly against Celtic, Wednesday night.
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