Southampton Sign Molson Coors as 3-Year Pouring Rights Partner

July 4, 2011

Newly promoted English Championship soccer club Southampton has announced that global brewer Molson Coors (UK & Ireland) has become its official pouring rights partner for the next three years.

The brewers’ leading brands, including Carling, Grolsch and Magners Golden Draught, will all be sold at bars inside the St Mary’s stadium, starting from next season.

The two parties will be running ticket promotions, hospitality events and other offers for the benefit of fans and as well as supplying the club and supporters on match days, Molson Coors will also launch an official Saints Ale in partnership with the club.

The ale will be exclusively available through Molson Coors throughout Southampton and ten pence per pint sold will be donated, by licensees opting to stock the product, to the Saints Foundation.

Laura Lee, regional director of Molson Coors (UK & Ireland) said: “We’re delighted to be announcing our partnership with the club and seeing Carling take its place on the bars at St Mary’s. Kicking off the deal at such an exciting time is great news both for Carling fans and our existing stockists across the area and we look forward to bringing great beers and great promotions to the club.”

Southampton Football Club’s head of sales and marketing, Scott Steedman, added: “We are delighted to welcome Molson Coors into the SFC Commercial Partners programme as our new Official Pouring Rights Partner. Molson Coors is another world class brand to partner with the club and we look forward to working closely with them over the next three seasons.”