By kickspoll 
Birmingham City Football Club has secured a four-year partnership with Heineken, one of the world’s largest beer companies, to enhance the matchday experience at their home ground, St Andrew’s. This deal is part of the club’s ongoing improvements under its new ownership, Knighthead Capital, with an aim to boost fan engagement and stadium facilities. The agreement includes the introduction of popular Heineken brands such as Birra Moretti, Cruzcampo, Strongbow Dark Fruits, and Beavertown Neck Oil in stadium bars.
This partnership follows a £15 million overhaul of St Andrew’s, which focused on improving the fan experience, ensuring the club’s supporters are at the center of future developments on and off the pitch. Birmingham City chairman Tom Wagner and Chief Fan Experience Officer John Clarke emphasized that partnering with top-tier companies like Heineken is key to driving the club’s resurgence and enriching the overall matchday atmospherae.