Huddersfield’s home ground has been rebranded as “The John’s Smith Stadium” following a new five-year sponsorship deal with Heineken.
The 24,500 capacity stadium, previously known as the McAlpine Stadium and most recently the Galpharm Stadium, is also home to Huddersfield Town football club, and regularly hosts music events.
Gareth Davies, managing director of KSDL, the owners of the ground, said: “Today’s announcement is excellent news, and represents the culmination of conversations over more than 6 months. Not only is stadium naming the highest profile commercial partnership that KSDL has, we have secured a truly blue chip company, with a very well-known brand, readily recognised by consumers nationwide. John Smith’s is also a very appropriate partner for the sporting, and conference and banqueting activities that are the mainstay of the stadium.
“We are also very pleased to be partnering with such a prestigious Yorkshire brand. HEINEKEN have made a long term commitment to keep brewing John Smith’s at their famous Tadcaster brewery. They have also made no secret of the importance of the fact that the stadium is situated at the heart of their key North of England region.”
The stadium opened in 1994, and hosted games at the 1995 and 2000 Rugby League World Cups, as well as the 1999 Rugby Union World Cup.
Richard Sandland, Regional Sales Director, HEINEKEN On Trade Central Region, said: “Our relationship with KSDL has gone from strength to strength since we were installed as the stadium’s exclusive beer and cider suppliers and sponsors of the South Stand in November 2011.
“The multi-purpose John Smith’s Stadium will present an excellent showcase not only for John Smith’s but also for many other HEINEKEN beer and cider brands, including Foster’s, Heineken, Strongbow and Bulmers cider. Under the terms of the new agreement we will also benefit from stadium advertising together with customer hospitality facilities at major sport and music events hosted in the stadium.”