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Molson Coors brews up a partnership with AFC

31/10/2022
Madri Excepcional is a multi-award-winning lager from Spain's La Sagra brewery in Madrid

ONE OF the world’s leading brewers, Molson Coors Beverage Company (MCBC), has signed a three-year agreement to become an official partner of Aberdeen Football Club.

The partnership will focus on promoting the Molson Coors portfolio, with Madri Excepcional, a multi-award-winning lager from Spain’s La Sagra brewery in Madrid, taking centre stage.

The brand’s Madrid link is timely as AFC prepares to celebrate the 40th anniversary of its victory over Real Madrid in the European Cup Winners’ Cup next May.

Under the agreement, MCBC will invest in new and upgraded bar facilities at Pittodrie. They have also made a significant commitment in promotional spend with the Club to bring their partnership to life in a way that will enhance the matchday experience for fans.

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The new facilities will go live on for the first time on Friday November 4 for Aberdeen’s evening home fixture against Hibernian.

MCBC is the third largest brewer in the world, with brands such as Carling & Coors, to Staropramen, Prahva, Blue Moon Rekorderlig Cider and of course its newest addition, Madri Exceptional, delivering an extensive and impressive brand line-up. 

As the first UK brewer to make all its products from 100% green electricity, MCBC’s environmental credentials are in line the Club’s own sustainability objectives with the ambition to reduce emissions by 50% by 2030.

“We are very pleased to welcome MCBC and Madri Excepcional, as a new partner to Pittodrie,” said Rob Wicks, AFC commercial director. “MCBC prides itself on brewing beverages that unite people to celebrate all life’s moments and in many ways, the Club does the same thing for fans on a matchday. Furthermore, the strong focus on premium, high quality products, along with MCBC’s sustainability credentials, align closely with AFC. 

“We could not have had a better match in terms of brand colour – the Madri red fits perfectly with the Club’s colours and with our challenger brand position.

“The new bar and the upgrade to the existing facilities will make a marked improvement to the hospitality experience on both matchdays and non-matchdays. The existing facilities struggle to cope with demand and this investment will improve the service and give us greater scope for both enhanced formal dining and less formal hospitality events.”

MCBC has a strong presence in the UK sports market, through partnerships with a host of top EPL & EFL clubs.

Brendan Napier, Sales & Operations Director for MCBC, said: “Our partnership with AFC feels like a perfect marriage. A Club with huge tradition and history, but one that mirrors our values, with restless ambition, and always looking at new and innovative ways to engage its fan base, community, and city.

“Our premium and extensive portfolio will allow the team at AFC to bring these to their fans, and with Madri Exceptional, we believe we have a brand that will delight the Pittodrie patrons.

“We look forward to working with the team at AFC to bring the MCBC brands to life and what a way to kick off our new partnership with a Friday night fixture under the lights.”

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