Shepherd Neame has extended its pouring rights partnership with EFL Championship team Millwall from three years to five.
As part of the new agreement, the former matchday shop, in the corner of the Coldblow Lane and Dockers stands, has been transformed into a new pub-style space for fans to enjoy on matchdays.
The Spitfire Bar, named after the Shepherd Neame beers, was open on Saturday ahead of a match against Derby County.
“Building long-term relationships with key partners, and finding new ways to enhance the fan experience at The Den, are two of our key priorities,” said Millwall’s chief commercial officer Luke Wilson.
“Shepherd Neame’s renewed commitment to the club so early on in our partnership, and comprehensive support with providing a brand new space for fans on matchdays, is testament to the strength of the relationship we’ve built in such a short space of time.
“The Spitfire Bar will be a great space for fans to relax and enjoy a beer in on matchdays, while being sheltered from the elements.”
Shepherd Neame chief executive, Jonathan Neame, said: “We are incredibly pleased to announce this extension to our successful partnership with Millwall Football Club, and to unveil the new Spitfire Bar for fans to enjoy.
“The Lions have an incredibly loyal base of supporters, and we look forward to joining them in celebrating the club’s achievements during the coming season.”
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