Shepherd Neame Extends Partnership Deal With Millwall FC
- Paul Andrews - CEO Family Business United
- Oct 21, 2024
- 2 min read
Shepherd Neame has extended its pouring rights partnership with EFL Championship team Millwall Football Club.
The independent Kent brewer and pub company was announced as the official provider of beer, cider, wines, spirits and soft drinks at Millwall FC’s stadium The Den in July last year. A three-year deal was initially agreed, but following the success of the partnership, it will now run for another five years.
As part of the new agreement, the former matchday shop, in the corner of the Coldblow Lane and Dockers stands, has been transformed into a new pub-style space for fans to enjoy on matchdays.
The ‘Spitfire Bar’, named after Shepherd Neame’s award-winning Spitfire collection of beers, will be open to all fans from tomorrow (Saturday, October 19) ahead of the match against Derby County. To celebrate the opening, a pint of Spitfire or Hurlimann lager will be available in the Spitfire Bar, for the reduced price of £5, from opening at midday until one hour before kick-off.
Millwall Chief Commercial Officer Luke Wilson said: “We’re delighted to be enhancing our partnership with Britain’s oldest brewer. Building long-term relationships with key partners, and finding new ways to enhance the fan experience at the Den, are two of our key priorities. Shepherd Neame’s renewed commitment to the club so early on in our partnership, and comprehensive support with providing a brand new space for fans on matchdays, is testament to the strength of the relationship we’ve built in such a short space of time. The Spitfire Bar will be a great space for fans to relax and enjoy a beer in on matchdays, while being sheltered from the elements.”
Shepherd Neame’s Chief Executive Jonathan Neame said: “We are incredibly pleased to announce this extension to our successful partnership with Millwall Football Club, and to unveil the new Spitfire Bar for fans to enjoy. The Lions have an incredibly loyal base of supporters, and we look forward to joining them in celebrating the club’s achievements during the coming season.”
