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Kingfisher signs first Premier League club deal with Southampton

Premier League club Southampton has signed a multi-year global partnership with India’s most popular beer brand, Kingfisher.

The agreement is Kingfisher’s first partnership in the Premier League.

As Official Beer Partner, Kingfisher will provide matchday beer at St Mary’s Stadium at a number of sites, including the ground’s concourses, the club’s new Fan Zone, the Gasworks Bar & Grill, and the club’s hospitality suites and boxes.

Kingfisher will also launch a special Southampton FC signature ale, available on draught at all home games. Also served in the Gasworks Bar & Grill and hospitality areas will be three world beers from Kingfisher’s UK product portfolio.

Internationally, Southampton and Kingfisher will activate a range of content and unique experiences for the Indian market.

Shekhar Ramamurthy, managing director of Kingfisher’s parent company United Breweries said: “India’s growing interest in the English Premier League is unquestionable and we are thrilled to be partnering with this dynamic club in the world’s best football league.”

Kingfisher joins energy company Utilita, social trading brand Etoro and peer-to-peer lending platform Kuflink in Southampton’s Official Partner tier.

Official Partners typically get LED board advertising along with their IP and activation rights.

Southampton’s top sponsorship tier comprises the Chinese entertainment brand LD Sports as main shirt sponsor, telco Virgin Media as shirt sleeve partner and Under Armour as kit supplier.

Read this: Doubts raised over Southampton’s ‘record’ shirt deal with LD Sports