The deal will see Caffè Nero coffee capsules available at Gtech Community Stadium’s hospitality boxes and The Nero Group-owned coffee chains promoted on digital signage
The Nero Group has been named the Official Coffee Partner of Premier League football club Brentford F.C.
Marking The Nero Group’s first partnership with a professional sports organisation, the agreement will see its Caffè Nero coffee capsules available in hospitality boxes and VIP areas at Brentford’s Gtech Community Stadium on matchdays and at conferences and events.
The partnership will also include matchday sampling for fans and will see The Nero Group’s brands featured on in-stadium digital signage and marketing campaigns. Alongside Caffè Nero, The Nero Group also operates the Coffee#1, Harris+Hoole, 200 Degrees Coffee and FCB Coffee cafè chains.
“I’m delighted we have agreed this strategic partnership with Brentford. This is a club rooted in its community, which mirrors exactly how all the brands in our group operate. I think fans will love enjoying a premium, high-quality coffee while they watch a premier sports team perform on the pitch,” said Will Stratton-Morris, CEO at Caffè Nero UK.
The Nero Group deal supersedes a previous partnership between Brentford F.C and Swedish coffee group Löfbergs, which had been in place since 2018.
A growing number of UK football clubs have signed high profile coffee partnerships in a bid to elevate their hospitality offerings. Arsenal and Liverpool both have long-term sponsorship and supply deals in place with premium Italian coffee roaster Lavazza, while German coffee brand Melitta has had a commercial partnership with Manchester United since 2017.
More recently, London-based clubs Fulham and Tottenham Hotspur have each unveiled new coffee supply and sponsorship deals within the last six months, partnership with coffee pod giant Nespresso and South Korean bakery-café chain Paris Baguette respectively.
