The Molson Coors brewery has struck sponsorship deals with English Premier League football rivals Newcastle United and Sunderland.
Coors will become Sunderland’s official beer partner in a five-year deal, from 2015-16 to 2019-20. The deal also includes 1879 Events Management, the club’s expanding external events division, with the Stadium of Light’s North Stand being renamed the Carling North Stand from the start of the 2015-16 campaign.
The Newcastle deal, which also covers five seasons, from 2015-16 to 2019-20, extends the relationship between the two parties to 12 years. The new agreement incorporates advertising entitlements across the stadium and club publications plus a continuation of pourage rights for Coors’ various brands.
“We are committed to providing our fans and customers alike with the best possible products and services,” Sunderland commercial director Gary Hutchinson said. “By partnering with Molson Coors, who are an internationally recognised and respected leader in their field, we can ensure that we are doing just that.”
Newcastle’s managing director, Lee Charnley, added: “Our relationship with Molson Coors has matured into a fantastic, mutually-beneficial partnership over the past seven years and we are very much looking forward to building on that even further as our work together continues.”
Newcastle hosts Sunderland in the Premier League this Sunday.