Heineken Extends Partnership With Man City To Remain Official Beer Partner

Heineken has "extended its partnership" with Man City "in a new deal that sees the two strengthen the now two-decade long relationship," according to Tony Connelly of THE DRUM. The agreement, "which is similar to the one it has" with Premier League side West Ham United, sees Heineken "remain the official beer partner of the Premier League club and is exclusive to" the U.K. It means supporters can continue to buy the brand's beers and cider, including Foster's, Heineken, Strongbow, Bulmers, Amstel and John Smith's, on matchdays and at any events the club hosts at Etihad Stadium. The deal follows Heineken's recent proclamation that it plans to be "the benchmark of creativity" in a mobile-first world, something which it is likely to "showcase" through its sports sponsorship portfolio which includes Formula One and the Champions League (THE DRUM, 12/12).