Published on July 11th, 2024
Location: Hungary
Borsodi Brewery and SPORTFIVE Hungary Sign Three-Year Agreement
Budapest, July 11, 2024 – Borsodi Brewery and SPORTFIVE Hungary have signed a three-year cooperation agreement. The agreement is pioneering in Europe, as Groupama Arena is the first stadium whose official beer is Coors. Starting this July, fans will be able to experience the 'Coors Cold' feeling at matches held in the Groupama Arena.
Whether it's a meeting with friends or a joint celebration, a ‘Coors cold’ beer is good for these moments. This can also include the experience of a sports event, which the Coors brand has been associated with for decades and which contributed to becoming one of the most well-known beer brands worldwide. Building on this tradition, the representatives of Borsodi Brewery and SPORTFIVE Hungary signed a three-year agreement to make Coors beer become the official beer of Groupama Arena.
Regarding the signing of the contract, Zsolt Vuleta, Managing Director and Commercial Director of Borsodi Brewery, said: “We are proud that even in one of the most modern and second largest stadiums in the country, the fans can get to know the concept of ‘Coors cold’ and Coors beers, which is already popular in America and can also deepen the brand's and Borsodi Brewery's decades-long relationship with sports. This collaboration has a particular importance to us because, in addition to the fact that Coors beer became available in Hungary for the first time in Central and Eastern Europe this February, this is the first European collaboration in which Coors becomes the official beer of a stadium.”
“This collaboration has a particular importance to us because [...] this is the first European collaboration in which Coors becomes the official beer of a stadium.”
András Igaz, CEO of SPORTFIVE Hungary, which operates the Groupama Arena, added: “We are pleased to welcome the Borsodi Brewery as one of the sponsors of the Groupama Arena, which hosts the home matches of the 35-time Hungarian record champion and 24-time cup-winning Ferencváros men's adult football team. I believe that our cooperation goes beyond simple support, as it also provides a new and high-quality experience for our fans, which can help further strengthen the relationship between the stadium and the Fradi fans. It is important to note that the price of beers will not change with the start of the season, and a Coors beer promotion will also await fans visiting the Groupama Arena at the first match.”
“We would like to see a connection between Coors beer and sports as deep as it is overseas. One of the steps in this is the three-year cooperation that has just been signed. I am confident that this light lager will also be a perfect choice for visitors to the Groupama Arena while watching and supporting in the stadium. In addition, we are preparing a lot to make the fans feel even better when they visit the stadium”, said György Spiegel, Marketing Director of the Borsodi Brewery.
Fans can also experience other Coors activities during the season. Before the matches, football fans can relax in the Coors Chill Zone, and several times a year the brand also prepares entertainment activites for them.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About the Molson Coors Company
Molson Coors Beverage Company is a publicly listed company on the New York and Toronto Stock Markets, and its operations include Molson Coors North America and Molson Coors Europe. In the Central and Eastern European region, Molson Coors is presented in the following countries: Bosnia and Herzegovina, Bulgaria, Croatia, Hungary, Montenegro, Romania, Serbia, Slovakia and the Czech Republic, where one of the region's most popular beers is produced: Staropramen, Kamenitza , Bergenbier, Ožujsko, Jelen and Nikšićko Pivo. The company is committed to raising the bar in the industry and making a positive impression on its employees, consumers, communities and environment. To learn more about Molson Coors Beverage Company, visit www.molsoncoors.com.
Press contacts
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Henrietta Páll
Brand Communication Manager
henrietta.pall@sportfive.com +36 30 613 2948
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