Southampton FC renew partnership with Kent’s KBE Drinks

Published by

Sam Pither

Southampton Football Club and Kent-based beer and cider supplier KBE Drinks have announced they will continue their multi-year partnership.

This will mean KBE’s signature brand, Kingfisher, will continue to be the primary beverage brand at St Mary’s, along with a range of other brands from KBE’s portfolio. These include a number of international brews: Sagres from Portugal, Dos Equis from Mexico and New Zealand’s craft beer brand, Yeastie Boys.

Since its introduction in 2019, Kingfisher has contributed to an 18 per cent increase in draught sales year on year across the Stadium’s various hospitality offerings.

Sarah Batters, director of partnerships and marketing for Southampton Football Club, said: “KBE Drinks has proven themselves to be an excellent partner since joining us in 2019.

“We are excited to be continuing with them to enhance the matchday experience for our fans and visitors to St Mary’s Stadium. We look forward to what the next three seasons hold as we help bring their popular beers to Southampton.”

As part of their ongoing relationship, the club and KBE drinks have introduced a fan zone, and provided their beers across the concourses, Gasworks Bar and the club’s hospitality suites and boxes, enhancing supporters’ match day experience.

Under the partnership, all products and brands under KBE will be made available to the club’s guests across a multi-event calender. KBE Drinks will also be included in the club’s digital media content.

John Price, head of marketing at KBE Drinks, said: “We have recently relaunched Kingfisher in the UK with new packaging, consumer campaign and ambitions to stretch the brand beyond its home in the Indian Restaurant Channel.

“Our presence at St Mary’s was one of our first steps on this journey, strategically seeding the brand in a very different environment from our traditional consumption occasion. We are extremely proud of our partnership with Southampton FC and its fans have made us feel very welcome. We look forward to three more exciting seasons!”

Sam Pither

Sam is the Regional Editor of Biz News, responsible for both Hampshire and Dorset. A new recruit to journalism, Sam started writing for the Business Magazine as a freelancer in May of 2022 after completing his degree in English at University College London. His passion for local businesses and ability to tell a story soon caught the attention of the publication’s management team and have led to his meteoric rise. Sam, who lives in central Reading, takes a particular interest in technology, gaming and food and drink, having been a chef before starting his degree.