Fuller’s London Pride begins 5-year deal with Harlequins

The Asahi-owned company has joined forces with Quins, who won the English Premiership title in 2020-21, in a five-year sponsorship deal that will see an overhaul of the bar offering at The Stoop in Twickenham while one end of the ground will be renamed the Fuller’s London Pride South Stand.

Fuller’s London Pride launched the partnership on Thursday 1 September with the help of Harlequins stars Katy Mew, Tommaso Allan and Aaron Morris.

The group took a break from their pre-season training to help load the first dray of London Pride at Fuller’s Griffin Brewery, ready to be taken just five miles down the road to Harlequins’ home at The Stoop.

Poured throughout The Stoop

London Pride will be poured across all concourse bars and hospitality areas at the ground, as well as on the dedicated cask beer bar in the newly named Fuller’s London Pride South Stand and the new-build North Village will also be supplied.

As well as Fuller’s London Pride promotions at home games throughout the season, fans will be able to experience other premium beers from the Asahi UK portfolio including Peroni Nastro Azzurro, Asahi Super Dry, Grolsch, Cornish Orchards cider, Fuller’s ESB, Dark Star Hophead and Meantime.

Harlequins chief commercial officer Steve Morton said: “Ahead of the new season, we looked closely across the market to find a partner that could supply a suite of products that meet the demands of our new and existing supporters. Our supporter base continues to grow and change, as do their preferences – our partnership with Asahi UK allows us to change with the times.”

Investments in facilities

Morton continued: “We are delighted to announce London Pride as our official beer, and Asahi UK as exclusive in beer and cider at The Stoop and, through the partnership, we have also made investments across the stadium’s bar facilities for our member bars, supporter and hospitality areas.

“We have been working closely with Asahi UK over the summer to ensure supporters have an increased product range across additional bar areas. Above all, we want everyone that comes to The Stoop to have the most positive experience possible.”

Asahi UK marketing director Sam Rhodes added: “We are really reinforcing Fuller’s London Pride’s position as the beer of rugby with this announcement, as this partnership adds to our commitment to the sport in general and kicks off a new connection with fans of Harlequins.”