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Fuller’s and Brentford FC renew an old partnership

London brewers sign two-year deal as strategic partners

14 August 2017

Fuller, Smith and Turner PLC, the London brewer and premium pub company, and Brentford Football Club are delighted to announce a new strategic partnership.

A two-year agreement has been reached for Fuller’s to become an Official Club Partner of Brentford FC in a deal that sees London Pride continue to be available to supporters on matchday at Griffin Park. Fuller’s and Brentford have a history that goes back more than a century, to when Fuller’s donated a nearby apple orchard to the Club, which became their Griffin Park home in 1904 – the name being a nod to Fuller’s Griffin Brewery.

The new deal sees Fuller’s become Brentford’s Official Premium Ale Partner. London Pride will be available on every bar including The Hive, the main supporters’ bar. Their partnership features key branding round the stadium, including on Brentford’s incoming perimeter LED advertising system, the London Pride pint and can mascots will be making regular appearances and Fuller’s was the Match Sponsors for the first home league game of the season, when The Bees took on Nottingham Forest on Saturday 12 August.

Other elements of the package, to be activated in the future, will include player appearances, match tickets and a two-way discount which will see special group promotions for Fuller’s employees, while Brentford FC Season Ticket Holders and Club Members will get a discount on tours of Fuller’s Griffin Brewery, Brewery shop and selected Fuller’s Pubs. 

Simon Dodd, Managing Director of The Fuller’s Beer Company, said: “With the historic link between Brentford and Fuller’s, it’s great to see our flagship beer on sale at Griffin Park. We have a lot of Brentford supporters working at the Brewery, it is a club that is geographically very close and we know that London Pride will be a popular choice on The Bees’ bars.”

James Parkinson, Brentford FC Commercial Director, added: “The relationship between Fuller’s and Brentford goes back a long way and we are delighted to have now reached an official partnership agreement with Fuller’s.  The Club prides itself in delivering engaging partnerships that reach beyond just branding and marketing, but which can deliver a true partnership, working together to add value to both our supporters and Fuller’s staff.  We look forward to working with the Fuller’s team in the years to come."


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