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Club News

Molson Coors becomes stadium brewery partner

14 July 2023

Club News

Molson Coors becomes stadium brewery partner

14 July 2023

We are delighted to confirm that Molson Coors has become the new brewery partner at the Eco-Power Stadium.

The decision to select Molson Coors proved unanimous after a scoring system was applied to the invitation to tender documents. With the help of our catering partner VCP, a five-year contract has been agreed which will see the arrival at the stadium of the Carling brand - Britain’s best-selling lager for more than 30 years.

Along with Carling, the agreement will see sales of Madri and Worthington’s on concourses as well as in bars and hospitality areas throughout the stadium.

The multinational brewing company is to install fast pour systems in all areas which, in addition to the new cashless EPOS till system, will significantly speed up service to supporters.

Work has already been completed on the installation of brand new pump lines from stadium cellars into service areas to help ensure service of the best quality drinks.

Molson Coors has also financed a refresh of drinks kiosks, with new looks for the new season using the Carling brand, which has a longstanding association with professional football as a former Premier League and League Cup sponsor.

Other areas of the matchday experience will also be enhanced over the term of the contract, with plans already being made for the 2024/25 football season.

In addition to the commitments as brewery partners, the firm has also pledged a six-figure investment into the club across the life span of the agreement - becoming a Gold member of the 100Club partnership model in the process.

Club Doncaster chief operating officer Shaun Lockwood said: “The brewery partnership is one of the most important elements of the catering offering and we’re really pleased with the working relationship we have already established with Molson Coors.

“The commitment they have made to the club has been really significant in both product sale and commercial terms. They are helping to drive a refresh of the concourse areas and are bringing quality products to the bars and kiosks.

“We know for supporters that ultimately the proof will be in the pints they are served on matchdays and we are very confident they will be really happy on that front.”

Carling brand director Lee Willett said: “As Football's Biggest Fan and the official beer of the FA Cup competitions, Carling is proud to be partnering with Doncaster Rovers - a club with over 140 years of history in the beautiful game and one which is an integral part of the local community.

“Good luck for the coming season.”


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