Heineken UK & Fiat Deals Announced

As those that were at the friendly v Valencia at Villa Park last night will no doubt have noticed, Villa have changed their official beer from Carling to Heineken UK (who also do cider brands).

The official site announced the three year deal last week.

The club say: The three-year deal will see one of the world's leading brewers and cider producers become the club's exclusive beer and cider supplier. The partnership will give Aston Villa fans the opportunity to enjoy a number of Heineken's market-leading beer and cider brands in stadium bars and banqueting facilities.

This deal follows the FxPro sponsorship, an official tie in with Fiat and also the ticket exchange agency
viagogo.

Paul Faulkner, chief executive of Aston Villa, said: 'We are delighted to partner with another leading brand here at Aston Villa. With Heineken's existing sponsorship of the Champions League and experience in football, we know we are partnering with the right type of company with a high quality range of products for our supporters to enjoy. Our commercial team has done a great job in securing another long term relationship as we continue to strengthen and grow the business side of the club.'

Greg Martin, regional sales director, Heineken UK added: 'We see this exciting business partnership with Aston Villa FC as an essential part of our plans to expand sales of our products in the West Midlands. The new agreement provides us with an opportunity to showcase our beer and cider brands at Villa Park and entertain existing and prospective trade customers in the club's outstanding hospitality facilities as Villa challenge for Champions League Football next season.'

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On the Fiat deal...

Aston Villa is pleased to announce a new fleet deal with Fiat Group Automobiles UK. The four-year agreement kicks off on August 2 and incorporates Fiat cars and Fiat Professional commercial vehicles, which will help steer the club to success on the road in the Premier League and Europa League as well as in cup competitions this season.

Aston Villa's Chief Executive, Paul Faulkner said: 'We are delighted to be entering this partnership with a leading international brand such as Fiat. Not only will this relationship benefit our fans by providing them with special terms on vehicles, it is also part of our continuing plan to develop and strengthen key commercial partnerships off the field alongside a successful team on the pitch.'

Andrew Humberstone, managing director, FGA UK & Ireland said: 'This is another fantastic opportunity for both Fiat and Aston Villa. We are enjoying considerable success with current sports tie-ins and I am sure this latest deal with Aston Villa will bring us similar results.'

Paolo Lo Monaco, Finance and Business Development Director, FGA UK & Ireland added, 'Aston Villa represents a key partner in the newly launched MyFiat loyalty card. And on top of the significant cross-marketing opportunities from the loyalty card, the partnership will offer Fiat brands major exposure into the Birmingham automotive market through both the retail and corporate environments of the Aston Villa network.'

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