US drinks giant Budweiser will be a ‘founding partner’ and ‘official beer partner’ of Everton FC’s Hill Dickinson Stadium. Tony McDonough reports
Everton FC has signed an agreement with Budweiser that will see the iconic beer and associated brands sold across outlets in its new £750m stadium.
Budweiser, so-called ‘king of beers’ and a division of the world’s largest brewer AB InBev, will be a ‘founding partner’ and ‘official beer partner’ of Everton FC’s Hill Dickinson Stadium at Bramley-Moore Dock in Liverpool Waters.
Evertonians will have the opportunity to buy many of the world-renowned beers, ciders and non-alcohol options from within the Budweiser Brewing Group at The Budweiser Fan Plaza, concourses, kiosks, bars and restaurants.
It is also the official beer of FIFA World Cup and England national teams and also has agreements with other venues including Wembley Stadium and the O2 in London.
Budweiser will install fast pour dispense systems throughout the Hill Dickinson Stadium and support self-service kiosks, allowing fans to enjoy access to food and drink with significantly reduced queuing times using cutting-edge frictionless technology.
Angus Kinnear, chief executive at Everton, said: “To have a globally recognised brand like Budweiser and a company like Budweiser Brewing Group as a Founding Partner of Hill Dickinson Stadium is a huge statement of intent.
“Budweiser is one of the most recognised brands in the world and shares our passion for sport, innovation and world-class experiences – we are thrilled to be working with them to deliver something truly special for Evertonians.
“From branded fan and member areas, and frictionless technology to smart and innovative activations, this partnership will help shape an unforgettable matchday experience at our new home.”
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Brian Perkins, president of AB InBev, Europe West added: “This partnership with Everton represents a powerful alignment of shared values: passion for the game, innovation, and creating world-class fan experiences.
“We look forward to helping shape the next chapter of matchday culture on Merseyside and deepening our connection with football fans across the UK and beyond.”
Budweiser becomes the latest founding partner for Hill Dickinson Stadium, along with technical partner Castore, US-based catering giant Aramark and Global timekeeping partner Christopher Ward.