Harlequins signs new multi-year partnership with Fuller’s London Pride

Harlequins has agreed a new multi-year partnership with Fuller’s London Pride. The agreement will see Fuller’s London Pride become the Official Beer of the Premiership Rugby side, reinforcing the brand’s heritage with rugby

Fuller’s London Pride will be poured across all concourse bars and hospitality areas throughout The Stoop, as well as on the dedicated cask beer bar in the newly named Fuller’s London Pride South Stand. The recently built North Village will also be supplied, with Harlequins investing in an additional, premium space around the stadium for supporters to enhance their matchday experience.

As well as Fuller’s London Pride promotions at home games throughout the season, fans will be able to purchase other premium beers from the Asahi UK portfolio including, Peroni Nastro Azzurro, Asahi Super Dry, Grolsch, Cornish Orchards cider, Fuller’s ESB, Dark Star Hophead and Meantime.

Steve Morton, Chief Commercial Officer, at Harlequins, said: “Ahead of the new season we looked closely across the market to find a partner that could supply a suite of products that meet the demands of our new and existing supporters. Our supporter base continues to grow and change, as do their preferences - our partnership with Asahi UK allows us to change with the times.

“We have been working closely with Asahi UK over the summer to ensure supporters have an increased product range across additional bar areas. Above all, we want everyone that comes to The Stoop to have the most positive experience possible.”

Sam Rhodes, Marketing Director, ASAHI UK, said: “We are really reinforcing Fuller’s London Pride’s position as the beer of Rugby with this announcement, as this partnership adds to our commitment to the sport in general and kicks off a new connection with fans of Harlequins.”