Greene King 'disappointed' with Town beer move

BURY St Edmunds brewers Greene King expressed disappointment the new management team at Ipswich Town Football Club had turned down the chance to extend their long-running, 14-year sponsorship deal.

Justin Adams, managing director of Greene King, said they would still be raising a glass to Town in the new season, but said investments in sponsorships have to stack up commercially as well as emotionally.

It would be using the money that had gone into their long-running sponsorship deal with Ipswich Town to support local communities.

“We have had a great relationship with Ipswich Town Football Club for 14 years, taking on the sponsorship as they were going down; celebrating with them as they went up; sticking with them through the good times and the bad - including having to write off bad debt when they went into administration,” he said.

“We were keen to continue our relationship and support for the Club and are disappointed that the new management team has turned down the chance to extend this positive connection - and all the activity we had planned to go with it.”

Mr Adams said they would only enter into, or renew, sponsorship deals that reflect commitment to the community and that represent great value for money “not just for Greene King, but also for licensees and pub customers.”

“Investments in sponsorship have to stack up commercially as well as emotionally - and the increase in fees being requested meant that this was no longer the case,” he said.

“We are planning to use the money to extend our already significant support to local communities through sports and social clubs as well as pubs.

“We'll deliver fantastic value to licensees, drinkers and local communities even without the Town sponsorship deal - and just as we'll still be raising our glasses to Town, wishing them success for the new season, we're convinced that true blue fans will continue to drink Suffolk's best pint - Greene King IPA.”