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Partnerships: Heineken

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See how Heineken have become part of the match experience

Heineken are an integral partner to the match day experience at Emirates Old Trafford. Through their portfolio of brands, from Foster’s to Moretti, Strongbow to Amstel, and not forgetting Heineken 0.0, Lancashire Cricket are able to offer a fantastic range of products to fans, and cater for different tastes.

Heineken are a global beer brand, however, still relatively small in the UK, and part of their growth strategy is to be fully embedded in the fabric of an experience, whether that’s music or sport. Getting the product directly into the hands of consumers is crucially important.


Heineken work closely with the team at Emirates Old Trafford to ensure the right product mix and experience across all of our events including domestic and international cricket, conferences, events and concerts.

Through the partnership, we now sell an average of 2,000 brewers barrels per year, that’s 576,000 pints of beer and cider.

In 2019, we will be working even closer with Heineken to create memorable match day experiences and offer a greater fan experience.

Key points

  • Heineken are central to the match day experience at Lancashire Cricket
  • Product mix is crucial – right products for the right people
  • The partnership has seen growth in product sales
  • Over half-a-million pints are sold per year

Discover how you can unlock the potential of your business and engage with audiences across the North West with partnership opportunities at Lancashire Cricket.



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