Derby County Football Club has named Molson Coors Beverage Company as its exclusive alcohol pouring rights partner for the 2023/24 season.
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The deal will see Carling, the UK’s number one lager brand, Madri, Carling Black Fruits, and Sharps’ Atlantic Pale Ale, Doom Bar and Cold River Cider on sale at all public bars during every Derby home game at Pride Park Stadium.
Supporters will be able to sample the new range from the first day of the new season - starting on Saturday 5th August when the Rams host Wigan Athletic (3pm kick-off) in Sky Bet League One. Fans will also have the option of using a ‘Carling Fast Lane’ where faster pouring dispensers will enable bar staff to serve the crowds quickly.
Carling has also been named as the flagship alcohol brand for the stadium, with branding around the concourses and perimeter advertising.
Premium Czech lager Staropramen will be offered alongside Carling, Carling Black Fruits, and Sharps’ Atlantic Pale, Doom Bar and Cold River Cider in the stadium’s various hospitality lounges, suites and executive boxes.
Lisa Biesty, Head of Regional Partnerships and Matchday Hospitality at Derby County, said: “We are delighted to welcome Molson Coors to Derby County as our exclusive alcohol pouring rights partner. We went through an extensive tender process following the end of last season and Molson Coors’ came out as the clear favourite, not just because of the great beer brands our fans will get to enjoy, but because of how excited their team were to work with us. It’s a business that is clearly passionate about its relationship with football.”
Lee Willet, Carling brand director at Molson Coors Beverage Company, said: “The Carling brand has a long history of supporting football, from grass roots to the professional game, becoming the first brand to sponsor both men’s and women’s FA Cups last year. This new partnership with Derby, a club with 139 years of footballing heritage, is another opportunity for us to connect with the football community and we can’t wait to see fans enjoying a pint of Carling while cheering on the Rams this season.”
Carling became the official beer of the Men’s and Women’s’ FA Cups in March 2023.
