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READ | Carlsberg agree deal to secure Pouring Rights at AESSEAL New York Stadium

18 September 2020

Rotherham United are delighted to welcome Carlsberg UK to our ever-growing portfolio of business partners after they secured a deal that will see them hold the pouring rights at AESSEAL New York Stadium until 2023.

The three-year agreement will most notably see a range of Carlsberg product portfolio stocked throughout the stadium’s concourses, Conferencing and hospitality suites and will include their new Danish Pilsner, while they will also take charge of installing new dispensing equipment throughout the stadium.

The brewing giants, whose branding has been associated with football and a number of high-profile clubs in recent years, have joined the club’s growing list of business partners ahead of the 2020/21 campaign.

Upon formalising the deal, Commercial Director Steve Coakley expressed his delight at the chance to welcome another high-profile name to the commercial wing at AESSEAL New York Stadium, adding that he feels the supporter experience will be enhanced following Carlberg’s arrival.

“Carlsberg are a company who need no introduction and come with a proven track record of success in working alongside football clubs,” he told

“To be able to welcome Carlsberg is incredibly good news for us and shows the progress we are making both on and off the field as we prepare for another campaign in the Sky Bet Championship.

“In brokering this deal, we have worked closely with Ben Shaw and the team at Carlsberg to ensure that we continue to focus on both quality and supporter enjoyment.

“As a club, we pride ourselves on taking in feedback from supporters to improve the experience and, with the help of Carlsberg, we will be installing new dispensing equipment throughout the stadium, which we believe will further improve the level of service we are able to offer.

“It is great to have Carlsberg UK with us and we are incredibly excited to work together with them for the next three years.”

Ben Shaw, Regional Sales Director at Carlsberg UK, was equally pleased to conclude the deal and is hopeful that Millers supporters will enjoy their new and improved offerings upon their return to AESSEAL New York Stadium.

“We are delighted to become Official Beer of Rotherham United Football Club,” he beamed.

“Football will always be a part of Carlsberg's DNA and we look forward to using our partnership over the next three years to deliver exciting experiences for fans.

“We’re equally excited to ensure fans can enjoy many of the fantastic range of beers and ciders in our portfolio, including our new Carlsberg Danish Pilsner – which has been rebrewed from head to hop – alongside our number one world beer, San Miguel.”

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