Worcester Warriors are delighted to announce a new deal with Carlsberg UK that will see their Tetley’s brand continue its ‘official beer status’ at the Guinness Premiership club until 2012.
Warriors and Carlsberg UK have developed a strong working relationship over the past five years and that has now been further strengthened after a new deal was signed between the two parties.
Charlie Little, General Manager at Worcester Warriors, said: “To continue working in partnership with such a high profile brand in the sports sector is fantastic recognition for the club. We look forward to a long and mutually successful relationship in the future.
“We were particularly pleased to renegotiate this deal before the end of the year as Carlsberg have always demonstrated a tremendous level of commitment and support to Warriors.
“Carlsberg UK fully understand and share the vision of Worcester Warriors and Sixways Events, our successful conference, banqueting and events business. We have a real opportunity with our improved venue and non-rugby facilities that we have at Sixways Stadium to further develop this business and we can now look forward to doing this with the support of Carlsberg.
“Using the specialist services of consultant, Richard Everton, the club created a window of opportunity within the previous contract to tender for the new deal. Throughout an intense process, Worcester Warriors were delighted to discover existing partners Carlsberg were equally determined to maintain the business as other had been to gain it.
“The new deal will ensure that Carlsberg UK will see out their existing contract and then begin a new three year partnership through to the end of the 2011/2012 season.
“As the stadium and facilities continue to grow and improve, so will the levels of service offered. More MDU’s (Multiple Dispense Units) will be installed around the ground and new mobile bars have already been commissioned, to ensure the fans get an efficient and enjoyable experience. In the new Slick Systems Stand hospitality areas, Carlsberg’s technicians have been on hand to ensure the best use of space will serve beer to all guests.
“Finally, the nature of the deal has also allowed for an element of flexibility and growth. The club have allowed for other suppliers to enter into negotiation with the Sixways Events team to ensure that the customer receives a greater choice and the club can maximise its value through the contract term.
“We now hope that with the nature of this contract the final customer will benefit as much as the club and Carlsberg UK.”
Rob Sandall, Sales Director for Carlsberg UK, said, “Carlsberg UK through its Tetley’s brand has been synonymous with rugby over the last 10 years. Our relationship with Worcester Warriors has continued to flourish both on and off the pitch and we are delighted to be able to extend our working partnership. The Tetley’s brand will continue to support rugby at all levels of the game, from the Premiership all the way through to the grass roots of the sport. I would like to thank the club and its supporters for the continued support and wish them a very successful season.”