Championship Leeds United have signed a pouring rights agreement with Heineken that will see former shirt sponsor Strongbow served throughout the ground, reports www.sportspromedia.com/.
The deal, signed by the club and its catering partner Levy Restaurants with Dutch brewer Heineken, will see Foster's lager, John Smith's bitter and Strongbow cider served at hospitality areas throughout Leeds United's Elland Road home.
Although no details on the curation of the deal have been released, Heineken has already invested over £250,000 in stadium cider and beer serving infrastructure, with ten-seconds the current speed of pint-pouring at the ground.
As part of the deal, the brewer will also receive a package of marketing rights within the 38,000-capacity ground, including the right to transform what was the viewing deck in the south stand into a 'Foster's Fan Zone'.
Strongbow was Leeds United's front-of-shirt sponsor from 2000 to 2003.