Marylebone Cricket Club (MCC) has made Diageo an official partner of Lord’s in a deal which will see Guinness and Pimm’s become available at the ground.
The drinks will be available at public bars, members’ areas, and hospitality spaces in the London venue.
“It is fantastic to partner with Diageo, bringing Guinness and Pimm’s to the fore at Lord’s this summer,” said Andy Muggleton, commercial director of MCC which owns Lord’s.
“The presence of Guinness, Guinness 0.0 and Pimm’s across our Members’ and Public Bars further strengthens our drinks offering and ensures that there is a drink for all tastes at Lord’s.
“I am confident our Members and visitors will enjoy the wide range of high quality and recognisable brands available to them this summer.”
Asahi UK
In addition to Diageo’s brands, Asahi UK has been appointed as Lord’s new official beer partner and supplier in a multi-year agreement signed at the end of April.
This means that drinks such as Asahi, Peroni Nastro Azzurro, and Fuller’s London Pride will all be available around the ground.
MCC is also marking the new partnership with the launch of its first-ever MCC ale, Old Father Time, which was selected by members and will be available in members’ bars during the season.
“Partnering with MCC at Lord’s presents a unique opportunity for Asahi UK to showcase our premium portfolio at one of the most iconic venues in world sport,” said Asahi UK marketing director, Robert Hobert.
“From a crisp Peroni Nastro Azzurro to locally brewed favourites from Fuller’s and Meantime, as well as high-quality non-alcoholic options, we look forward to helping create many memorable moments for fans at the Home of Cricket.”
Fall of BrewDog
The new partnerships come in the wake of Lord’s cutting ties with BrewDog after the company was sold to American firm Tilray Brands.
BrewDog left £20m ($27m/€23m) in unpaid bills to hundreds of UK businesses following its sale earlier this year.
This includes Lord’s, to which it owed £420,000.