The NEC Group has announced a multi-year deal with Molson Coors Beverage Company, which is responsible for a broad beverage portfolio that includes Pravha, Staropramen, Rekorderlig and Coors.
The deal will see Pravha - Molson’s premium continental-style pilsner - being named as the official beer of Utilita Arena Birmingham and Resorts World Arena with bars across both venues carrying the Pravha branding.
Guy Dunstan, Managing Director Arenas at NEC Group, said: “We are delighted to partner with Molson Coors, and they join us at an exciting time with a return to live events. Their portfolio of products is far reaching, and we are excited to be able to serve their products to our customers. Molson Coors has invested in the redesign and branding of our arena bars which will further enhance the customer experience.
“Working with like-minded brands is essential to the success of any business – but this is particularly true the more ambitious the goals. With Molson Coors we've found a partner who shares our aspirations to be recognised as a global leader in our industry, while remembering our foundations here in the Midlands.”
Dave MacKenzie, On Trade Sales Director Central and Scotland at Molson Coors Beverage Company, said: “We are delighted to be partnering with the NEC Group and see the new partnership as a natural fit for both of our businesses. Our brand portfolio has never been stronger, so we’re ideally placed to support the wide variety of events they host.
“It’s great to see live events back on the cards after the challenges that the hospitality industry and events-led businesses have faced since the start of the pandemic, and we’re looking forward to seeing visitors return to its venues in the months ahead.”