Budweiser Brewing Group UK&I has signed a multi-year agreement with Premier League football team Watford FC to become its official beer supplier.
Budweiser, Camden Hells and Camden Pale Ale will headline the wide range of available drinks at Vicarage Road Stadium this season, alongside Budweiser Brewing Group beer and ciders.
The brewer also revealed the club is allowed to continue its relationship with local ale supplier Tring Brewery.
“We’re delighted to have Budweiser Brewing Group coming on board with us,” said Hornets’ Budweiser commercial director Paul O’Brien said.
“It’s a fantastic combination to have these iconic brands joining our draught options, alongside our cask favourites from just down the road.”
“I’d like to thank Budweiser Brewing Group for agreeing to work with the club’s long-time ale provider Tring Brewery – allowing this iconic local favourite to continue here at The Vic.”
As part of the new arrangements, Budweiser Brewing Group is set to open the newly-created Hornets’ Nest supporters bar (Vicarage Road Stand), and the VBar will also benefit from a makeover.
New serving stations will also be created in the Sir Elton John Stand – which will offer a fast pour service for the brewery’s draught beers.
Budweiser Brewing Group on-trade sales director JD Thumelaire added: Our brands have had a long association with football, so we’re delighted to be partnering with Watford FC.
“After a year like no other, we know people are eager to come back to their beloved Vicarage Road, and we are excited to be playing a lead role in enhancing the Premier League match-day experience at the stadium with our portfolio of premium beers.”