The partnership agreement will see Bavaria beer available to purchase within the North and East Stand concourses, hospitality suites and fan parks at Pride Park Stadium on a matchday – starting from the Aston Villa match this weekend – as well as at the club’s on-site restaurant The Yard.
Bavaria is the largest independent brewery in the Netherlands and will benefit from a range of brand visibility around the club, both in stadium and through the Rams’ digital assets.
John Vicars, Chief Operating Officer at Derby County, said: “We’re delighted to announce this new partnership with Bavaria.
“We continually strive to bring our supporters a wide-range of beverage options at Pride Park Stadium and we’re very pleased to that we have been able to add Bavaria to that list. We are thrilled to be associated with such a prestigious and international brand.”
Rob Page, the Managing Director of Bavaria UK, added: “We are delighted to become Derby County’s official international and alcohol-free lager partner.
“In Derby County, we believe we have a partner with the same drive, ambition and plans to mirror our own plans for Bavaria in the UK. We hope that the supporters will enjoy our Bavaria Premium Pilsner and Bavaria 0.0% beers.”