Ipswich/Bury St Edmunds: Greene King resumes sponsorship role at Ipswich Town FC
17:52 08 July 2014
Ipswich Town Football Club has resumed links with pubs and brewing group Greene King following a five-year association with Southwold-based Adnams.
Bury St Edmunds-based Greene King is to pump “a substantial six figure sum” into the club under a five-year sponsorship deal which will see Greene King IPA become Town’s official beer.
Greene King will also resume sponsorship of the Sir Alf Ramsey stand, which carried its name under a previous sponsorship deal from 2001 until 2009.
However, the stand will continue to commemorate the club’s league championship-winning manager, who went on to lead England to victory at the 1966 World Cup, with it now being known as the Sir Alf Ramsey Stand, sponsored by Greene King. The renewed partnership with Greene King, which was previously Town’s shirt sponsor for six years between 1995 and 2001, will also involve a revamp for the bars at the Portman Road ground.
This will include Legends in the Sir Alf Ramsey Stand and the bars at either end of the Sir Bobby Robson Stand which will be renamed the 78 Bar and the 81 Bar, in recognition of the club’s FA Cup and UEFA Cup triumphs in those years during Sir Bobby’s time in charge.
Greene King IPA, the biggest-selling cask ale in the UK, will be served at all the bars at Portman Road alongside Foster’s and Heineken lager. In addition, Greene King’s Old Golden Hen will be available in the hospitality bars.
“We are obviously delighted to be back working with a local company but also a nationwide brand in Greene King,” said Town managing director Ian Milne.
“It’s a significant investment they have made in the football club and we look forward to a successful working relationship over the next five years.”
Chris Houlton, managing director for Greene King Brewing and Brands, said: “As a Suffolk brewer, we actively look for opportunities to invest close to home and I am proud that football fans can now toast every win and commiserate every loss with a refreshing pint of Greene King IPA at Portman Road.”
“We are with Ipswich Town every step of the way on their journey to success in the forthcoming season and indeed the next five years.”
Rosie Richardson, director of sales at Portman Road, added: “Greene King are one of the leading brands in the region. We’ve worked with them before and I’m delighted we are working with them again.
“We are already in discussions about some exciting initiatives and I’m sure it will prove to be a very productive relationship.”