Heineken is a global leader in sports sponsorship – from the UEFA Champions’ League through to the Rugby World Cup – and TheStadiumBusiness Summit 2016 will be showcasing its latest fan engagement strategies, alongside its most recent batting partner, Lancashire County Cricket Club.


Daniel Gidney, CEO, LCCC chats to TheStadiumBusiness Summit ahead of the event in Madrid (31 May – 2 June)

In a double header during the main Summit, Paul Gordon, Heineken’s Category & Activation Director will share an innings with Daniel Gidney, Chief Executive, Lancashire County Cricket Club to showcase their latest pouring rights partnership and preview some of the brand’s key fan engagement activations at Emirates Old Trafford, including the nationwide Foster’s FanZone initiative.

“A five-year deal with Heineken at Emirates Old Trafford marks the start of a new era at Lancashire County Cricket Club”, says Gidney.

The agreement, worth more than £1.2m, means Heineken will supply beer and cider, including Heineken, Foster’s and Strongbow to all bars at the international cricket ground and conference and events venue.

But this agreement goes much further than just pouring rights. Heineken will take up matchday hospitality spaces, signage and fan activation zones as it embarks on a nationwide push in cricket.

“We can’t tell you everything just yet but in June I’ll be explaining how the new Fosters Fanzone is going to revolutionise cricket in the UK – and, in particular, at Emirates Old Trafford,” enthuses Gidney, who says that the Heineken deal – on top of the airline naming right deal a few years ago – signals “the start of a new era” at the club.

2016 is set to be a record-breaking year for LCCC: “We are hosting international cricket between England and Pakistan, and sellout concerts by Rihanna and Beyonce, which will both welcome 50,000 fans this summer.”

“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.”

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.

Heineken will also receive signage and hospitality benefits in the ground as part of the deal up to 2021. And, keeping up with growing demand for craft beers, the brewer will also work with local breweries including JW Lees, Frederick Robinsons and Joseph Holt, to provide a range of premium cask ales and craft beers to Lancashire’s historic ground.

Pictured: Graeme Nicholson of Heineken, Daniel Gidney and LCCC Business Development Manager, Warren Hegg.

NB. Hear about this unique brand partnership – and how it will drive fan engagement and matchday sales – exclusively at TheStadiumBusiness Summit 2016, Madrid, 31 May – 2 June. Register here.

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You guys did a great job. Really enjoyed the programming and hospitality.

Scott Jenkins General Manager, Mercedes-Benz Stadium

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Lee Zeidman President, STAPLES Center

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