Coventry Building Society Arena has agreed a deal with Budweiser Brewing Group which sees the world’s leading brewer named as the official lager, cider and ale partner for the venue.
The partnership will see an enhanced range of beer and cider available across the stadium, including in hospitality areas, the concourse, outdoor kiosks and the Anecdote Bar.
The range of beer and cider is set to include brands Budweiser, Stella Artois, Camden Hells, Camden Pale Ale, Camden Stout and Mahou.
Visitors to the Arena are now able to enjoy the new range from Budweiser Brewing Group this month – and the range will be available cross the venue as the new football season gets underway.
The deal was completed following a competitive tender process. The partnership with Budweiser Brewing Group is part of the continued overhaul of catering across the Arena, with refurbished kiosks on the concourse and a refreshed food offering.
Coventry Building Society Arena also remains committed to working with local brewers as part of its venue-wide emphasis on working with local suppliers.
Paul Michael, Managing Director at Coventry Building Society Arena, said: “We’re excited to be able to announce this new partnership with Budweiser Brewing Group which will provide an enhanced and improved range of beverages for visitors to the venue.
“We have had the opportunity to rethink and reposition our value offering across the venue.
“We have exciting plans for the development of the catering operation across the venue and partnering with Budweiser Brewing Group is a major part of those plans.”
Budweiser Brewing Group On Trade IFT Director Chris Kitching said: “Our brands have a long association with sport and events, which is why we’re thrilled to become the official pouring partner at The Coventry Building Society Arena.
“We’re really excited to be playing our part in the new era at the arena and helping to enhance the customer experience with our portfolio of premium beers and ciders.”