Sunderland AFC today announced the commencement of a unique five-year partnership with Molson Coors Beverage Company in collaboration with Maxim Brewery.
The multi-year agreement marks the continuation of a strong and lasting partnership between SAFC and Molson Coors Beverage Company that launched in 2015 and will now run until summer 2026.
For the first time in over 24 years, Maxim Brewery’s Samson beer will also be served inside the Stadium of Light, as the club rekindles an historic partnership with a synonymous local brand.
Alongside the introduction of a state-of-the-art EPOS system, the club will also be launching new beverage pricing throughout the venue to ensure supporters enjoy competitive value and enhanced speed of service.
As the club’s official beer partner, Molson Coors supplies beverages throughout the Stadium of Light, with its range of high-quality products featuring across concourse bars and hospitality and events suites.
The extension ensures supporters will continue to enjoy the extensive Molson Coors portfolio of world-famous brands, including the number one selling lager in Britain, Carling, and many other hugely popular draught beers and ciders.
In conjunction with servicing the demands of the tens of thousands arriving through the turnstiles each season, Molson Coors will also fulfil extensive demand for the Stadium of Light’s summer concerts and other popular events.
As part of the exclusive deal, the Stadium of Light’s renowned North Stand will continue to be proudly known as the Carling Stand.
Steve Davison, SAFC’s Chief Operating Officer, said: “We are delighted to extend our partnership with Molson Coors and we thank them for their support and flexibility throughout what has been an exceptionally challenging 18 months. During this period, they not only paused our agreement whilst fixtures were played behind closed doors, but also demonstrated an open-minded and collaborative approach to ensure we could bring supporters a winning combination of beverages at competitive prices. We look forward to strengthening our relationship with both Molson Coors and Maxim Brewery throughout this partnership, as we continue to develop the matchday experience at the Stadium of Light.”
Gary Barker, Key Account Manager at Molson Coors Beverage Company, added: “Molson Coors Beverage Company are absolutely delighted to continue our relationship with Sunderland AFC for a further five years, as the club’s official drinks partner. We are also thrilled to team up with Maxim Brewery to bring fans a unique winning combination of Samson Smooth alongside our national and internationally recognised brands – Carling, Coors, Aspalls Cyder, Carling Black Fruit, Rekorderlig, Doom Bar, Staropramen and Madrí Excepcional, our new lager from La Sagra our partnership brewery in Madrid.”
Mark Anderson, Maxim Brewery, added: “Many SAFC fans will remember when SAMSON appeared on the shirts of Sunderland in the 1994 to 1997 football seasons, but when Vaux Breweries closed in 1999, this was one of the brands that we were able to save at that time. We were delighted when Sunderland AFC gave us the opportunity to return a locally brewed draught beer to all the bars at the Stadium of light and we are pleased to team up with Molson Coors to bring fans and visitors a unique partnership of our award-winning Samson Smooth alongside their nationally recognised brands.”