The new Pure Legends Lounge at the Ricoh Arena
The agreement will see Purity’s ales served across the concourse and hospitality areas at the Ricoh Arena, as well as the development of some new activations to ensure Wasps fans can enjoy their favourite ales even when they’re not at the game. Purity has similar deals with Premier League football side Aston Villa and Championship rugby side Coventry Rugby.
During the first five years of the Wasps partnership, Purity has worked closely with the teams at the venue to train more than 1,000 people in pouring the perfect pint of cask beer. This commitment to quality saw the arena become the only Cask Marque-accredited stadium in the UK. In 2017, Purity won the SIBA marketing implementation award for the
marketing activation between the brewery and the club.
New for 2020, one of Purity’s most popular brands, Mad Goose, will be a new offering to supporters on game day. This follows demand and feedback from the Wasps Rugby faithful.
The news of the renewed contract comes after the announcement of a collaborative project between Purity, Wasps Rugby, and Delaware North, with the launch of the Pure Legends Lounge — a new addition to the hospitality offering at the Ricoh Arena.
‘I can’t wait to enjoy a pint of Pure Gold in the stands and cheer on the men in black and gold’
Purity chief executive and co-founder, Paul Halsey, a former rugby player himself, said: “Working with Wasps Rugby and Ricoh Arena is testament to the ongoing success of our original mission when we started, which is to brew great beer without prejudice, with a conscience, and with a consistency and an attention to detail which is second to none…
“Becoming the first Cask Marque-accredited stadium is something, as a business, we are so proud of, to ensure that the same quality Purity pint you get in your local, you’ll get at the arena. We have seen how much value local craft beer has added to the supporter experience with the likes of what we have achieved at Ricoh Arena over the last year, Villa Park this season, and Coventry Rugby…
“I can’t wait to enjoy a pint of Pure Gold in the stands and cheer on the men in black and gold. Come on you Wasps!”
Stephen Vaughan, Wasps Sport chief executive, added: “We have a fantastic relationship with Purity, and their product is extremely popular with our fans. We’re delighted to agree a new deal, and we’re very much looking forward to building our partnership over the coming years.”