HEINEKEN UK and The Kia Oval, home of Surrey County Cricket Club, have announced an exciting five-year partnership, elevating the stadium experience with a focus on community, responsibility, and some local flair.
The two prestigious organisations in sport commit to an agreement together which is rooted in shared values and a fan-first mentality. The partnership will see beers from Brixton Brewery, whose taproom and brewery is nestled less than two miles away from the ground, available to fans including favourites Reliance Pale Ale and Coldharbour Lager. The Brixton beers will sit alongside HEINEKEN UK’s distinct portfolio which includes Birra Moretti, Amstel and Foster’s.
Showcasing community spirit and the vibrancy of both club and brewery the ground will be adorned with five Brixton branded bars as well as a Brixton-led fan village for major matchdays, making that local link unmissable when seen on such an iconic global stage.
Jez Galaun, Co-Founder, Brixton Brewery said: “We’re incredibly excited to bring a taste of Brixton to the Kia Oval. For us it doesn’t just stop at great beer, we want to bring Brixton’s vibrant culture into the stadium. Our aim together is to create an atmosphere within the ground that’s unapologetically south London.”
Steve Elworthy, CEO at Surrey County Cricket Club, said “Our community is so important to us here at Surrey and The Kia Oval. Whether it’s homegrown talent representing the Club on the pitch or beers in the hands of our visiting fans brewed just down the road, we’re so proud to showcase the very best of the local area.
“With Brixton Brewery, alongside the other top quality products from Heineken, we’re looking forward to welcoming supporters through the gates at The Kia Oval to give them the best experiences at the venue.”
In line with shared ambitions to promote responsible consumption and moderation, there will also be Heineken 0.0. available for the first time in 17 locations across the stadium.
Will Rice, On Trade Director, HEINEKEN UK added: “We can’t wait to begin this long-term partnership with Surrey County Cricket Club and The Kia Oval. We see this as a great opportunity to elevate the fan experience through our unique brand portfolio and hyper-local activations. This five-year deal demonstrates our shared ambitions and we look forward to creating unforgettable fan moments together for years to come.”
