Wasps toast new partnership with Heineken

English Premiership rugby union club Wasps has entered into a partnership with Dutch brewing company Heineken.

Although the length of the partnership was not disclosed, it was confirmed that the deal is worth a seven-figure sum.

Under the agreement, Heineken will become the official lager and cider partner of the team.

The company will supply all beer and cider inside the team’s Ricoh Arena home stadium at Wasps matches, as well as other sports, business and entertainment events taking place at the Coventry venue.

Heineken will also support the refurbishment of bars inside the stadium, as well as create brand areas and pop-up fan zones on match days.

Lawson Mountstevens, managing director for on-trade sales at Heineken, said: “The Ricoh Arena and Wasps are keen to create the best possible match day experience and we will be playing our part by working with the club to encourage supporters to visit our fanzones and brand areas.”

Heineken has already established a strong affiliation with rugby union, having previously served as title sponsor of the now-defunct Heineken Cup.