Sheffield United FC has signed international brewer Molson Coors as a new partner of the Blades. Molson Coors, whose brand portfolio includes beer brands Carling, Coors Light, Grolsch and Worthington’s, has agreed a three-year, six-figure deal with the club, starting in June 2010.
As part of the deal, Molson Coors has been installed as the official beer supplier of Sheffield United. The agreement will also deliver prominent stadium branding with both the Molson Coors and Carling logo featured at Bramall Lane. The partnership with Sheffield United has been agreed with a view to Molson Coors extending its links with the Blades’ international network of clubs across Europe, Australasia and Asia.
Molson Coors brands have long been avid supporters of football. Carling currently sponsors Old Firm clubs Celtic and Rangers, while the company’s Carling Cup sponsorship has been extended through to 2012.
Mike Farnan, Executive Director at Sheffield United said: “We are delighted to work with a company that has so many brands synonymous with football. This three-year deal adds weight to Sheffield United’s growing portfolio of business partnerships.”