The Shed at Gloucester’s Kingsholm stadium has an official new name.
It will now be known as the ‘Greene King Shed’ after the club announced that UK brewer and pub retailer Greene King will be their new official ale partner for the next seven seasons.
Greene King’s association will begin at the start of the 2017/18 campaign, including pouring rights for Greene King’s portfolio of leading and seasonal beers at Kingsholm.
The new partnership will see Greene King products available in 11 bars around the stadium as well as in a dedicated real ale bar located near Gate One.
Each home matchday will incorporate a ‘Festival of Real Ale’ within the stadium where at least four Greene King beers will be available during any one game, including the likes of Greene King IPA, Old Speckled Hen and Abbot Ale as well as a rotating selection of the brewer’s seasonal and speciality ales.
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Gloucester Rugby’s Commercial Director Mike Turner confirmed the new partnership to the club website:
“We’re very pleased to welcome Greene King to our family of Official Partners. Real Ale is always a popular product on matchdays, and the introduction of Greene King’s iconic beer range at Kingsholm is yet another step taken in enhancing the matchday experience for our fans.”
Joe Parks, Greene King on trade sales director, said of the deal:
“We’ve been an avid champion of rugby at all levels for many years and we’ll be bringing this same commitment to Gloucester Rugby.
“Our investment in bars around Kingsholm as well as increasing the beer range available will give fans more choice and an even better home ground experience, and we look forward to growing a great relationship with the club and its supporters over the seasons ahead.”