Gloucester City supporters will soon be able to watch a match in the Gloucester Brewery Stand at the TigerTurf Stadium this season thanks to a major new partnership to support sport in the city.
The Docks-based brewery has teamed up with Gloucester Sport in a three-year deal to back Gloucester City AFC and Gloucester City Queens women’s basketball team.
This deal will see not only a standing terrace being renamed but also a newly branded bar serving up Gloucester Brewery beers. It will be named Container 4 after the brewery’s own waterfront taproom Warehouse 4. The ground’s 1883 Sports Bar will also be selling Session IPA and Lager as well as the brewery’s Fox’s Kiln Distillery spirit range.
The brewery’s name will also feature on the Queens’ new shirts as they begin their second season in the Women’s British Basketball League.
Gloucester Brewery’s Managing Director Jared Brown said: “It is very important to us to be able to support our wider community and we’re continually looking at new ways for us to do this. We have followed the impressive progress of the football club and Gloucester Sport and so we’re really pleased to now be working with them.
“This partnership also fits with our sustainability goals to be doing as much business as we can in Gloucestershire and the surrounding area. By supplying pubs, sports clubs and other organisations locally, we can massively cut down on our beer miles which is much better for the environment.”
Fans of both teams can expect to see the new branding and both bars updated in the coming weeks.
Chief Executive of Gloucester Sport, Jay Marriott, said: “It doesn’t get any more exciting than two local businesses working together. These things are often explored but it’s very rare that things align for it to happen. The synergy for the community being at the heart of our long-term vision was refreshing for both of us.
“I want to extend my thanks to Jared, Ian and Hugh for their hard work on the project, especially with the time constraints we have needed to work under. Let’s not forget our Operations Manager, Dave Herridge who has been instrumental in bringing us all together. As we move forward together, I’m looking forward to more announcements on how this extends beyond us and into the community”