The NEC Group has announced a multi-year contract extension with Westons Cider, making Stowford Press the official cider of Birmingham’s two arenas.
The deal builds on a longstanding partnership between Westons and the NEC Group which started back in 2015, with this new extension set to mark more than a decade of collaboration.
Bars at both Utilita Arena Birmingham and Resorts World Arena will be rebranded as part of the extension.
On the partnership, Ross Parker, Head of Commercial Partnerships at NEC Group, said: “The team at Westons share our passion for bringing people together to enjoy live events.
“We’re delighted to be extending at a time that will see some of the biggest and best acts returning to our venues after what has been a very difficult period for the industry, with artists such as Stormzy, Dua Lipa and Kings of Leon gracing our venues in the coming months.
“The Westons portfolio, and Stowford Press in particular, is extremely popular with our far-reaching customer demographic. We’re looking forward to serving them at our newly rebranded, eye-catching Stowford Press bars at Utilita Arena Birmingham and Resorts World Arena.”
Darryl Hinksman, Head of Business Development at Westons Cider, said: “Here at Westons Cider, we’re delighted to be extending our relationship with the NEC Group.
“We already have a long-standing partnership with the NEC Group that we’re looking forward to continuing to build upon, providing customers with the finest, locally produced ciders in a world class arena setting.”
Westons Cider, established in 1880, is run by the fourth generation of the Weston family, with the company producing Henry Westons Vintage, Old Rosie, Mortimer’s Orchard and Rosie’s Pig ciders, as well as Stowford Press.
It’s been a busy start to the year for the NEC Group’s commercial partnerships team after announcing deals with e-hailing mobile taxi service UVA, beverage company Molson Coors and audio-visual technology specialists Anna Valley.