The Dutch brewer is launching its own Heineken Lounge for every Wasps home match for the 2018/19 season and beyond, as part of a long-term deal.
The new facilities will enable Wasps’ seasonal members to be treated to a pre-match commentary by members of the first team after they have enjoyed a two-course carvery lunch.
The package also includes an exclusive reserved seat on the hospitality balcony, souvenir programme and cash bar.
Heineken will also continue to be Wasps’ official lager and cider partner as part of the deal, having won a competitive tender process in 2015.
Chris Bell, head of partnerships at Wasps, said: “We have strengthened our relationship with Heineken to create a new and engaging hospitality experience for our guests.
“This is a fantastic addition to our offering, which is the ideal way for businesses to reward members of staff with a day out, particularly those who have an interest in rugby.
“We trialled the Heineken Lounge concept at several home games last season which proved extremely popular, as a result, we will be working with Heineken to incorporate this as a seasonal offering.
“One of our main focuses is to work with prestigious brands such as Heineken to deliver a first-class match day experience to the hundreds of thousands of fans that visit the Ricoh Arena every season, along with the hundreds of thousands of delegates and visitors that attend a wide range of conferences, exhibitions and music events. We look forward to developing the partnership further over the coming years.”
Heineken has a long-term association with rugby union, and will return as the sponsor of this year’s European Rugby Champions Cup, which will now be known as the Heineken Champions Cup.
Chris Jowsey, on-trade sales director at Heineken, said: “We’re massive rugby fans here at Heineken so we are really pleased that we’ll continue to work with Wasps, and we hope that their fans will enjoy the thrills and spills of fantastic rugby while enjoying one of our quality ciders or beers.”