Fuller’s and Brentford FC renew strategic partnership
August 15, 2017
Fuller, Smith and Turner PLC, the London brewer and premium pub company, and Brentford Football Club have announced a new strategic partnership.
A two-year agreement has been reached for Fuller’s to become an Official Club Partner of Brentford FC in a deal that sees London Pride continue to be available to supporters on match days at Griffin Park.
The new deal also sees Fuller’s become Brentford’s Official Premium Ale Partner.
Their partnership features key branding around the stadium, including on Brentford’s incoming perimeter LED advertising system.
— Brentford FC (@BrentfordFC) August 14, 2017
Fuller’s and Brentford have a history that goes back more than a century, to when Fuller’s donated a nearby apple orchard to the club, which became their Griffin Park home in 1904 – the name being a nod to Fuller’s Griffin Brewery.
Simon Dodd, managing director of The Fuller’s Beer Company, said: “With the historic link between Brentford and Fuller’s, it’s great to see our flagship beer on sale at Griffin Park. We have a lot of Brentford supporters working at the Brewery, it is a club that is geographically very close and we know that London Pride will be a popular choice on The Bees’ bars.”
James Parkinson, Brentford FC commercial director, added: “The relationship between Fuller’s and Brentford goes back a long way and we are delighted to have now reached an official partnership agreement with Fuller’s.
“The club prides itself in delivering engaging partnerships that reach beyond just branding and marketing, but which can deliver a true partnership, working together to add value to both our supporters and Fuller’s staff. We look forward to working with the Fuller’s team in the years to come. “