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9th November 2021


Molson Coors Beverage Company has secured exclusive matchday pouring rights at Hillsborough Stadium, the home ground of League One football club Sheffield Wednesday.

The three-year deal sees the UK’s bestselling lager Carling[1], Sharp’s Cold River Cider and Stones Bitter, which was first brewed in Sheffield in 1948, offered at all public bars and hospitality areas in the 40,000-seater venue.

Modern European-style lager Madri Excepcional – a new collaboration between Molson Coors and Madrid-based brewery La Sagra – is to be offered in the stadium’s hospitality suites.

The rights also include advertising placements on bar and pitch perimeter LED hoardings.

Liam Dooley, Chief Operating Officer at Sheffield Wednesday Football Club, said: “It’s brilliant to be working with the team at Molson Coors. We are very happy to offer our fans the opportunity to see huge brands they know and love alongside local beers on the concourse, and the initial sales look fantastic across our kiosks and hospitality areas. We look forward to a long and successful partnership with Molson Coors.”

Richard Hawthorn, regional on-trade director at Molson Coors, said: “Sheffield Wednesday is a club steeped in history and has a legacy as one of England’s most recognisable footballing brands. That makes agreeing this partnership all the more special for us and we can’t wait to help the fans cheer on the Owls in their bid for promotion this season.

“The range on offer is a great accompaniment to the matchday action, offering supporters a choice between a trusted footballing favourite Carling, our exciting new cider from Sharp’s in Cornwall and a Sheffield classic in Stones Bitter.”


About Molson Coors

For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.

Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic, Cobra, Madri, Pravha, Staropramen, Rekorderlig and Three Fold, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.

Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit or on Twitter through @MolsonCoors.

[1] 1999-2019 GlobalData UK Market Analyzer.

Press release from Molson Coors