The partnership with Headingley, which was brokered with Sodexo, the provider of food and hospitality to the stadium, saw a ‘Brew Bar’ unveiled in the North East Stand concourse at the ground, in time for the England vs New Zealand test match.
The news of the partnership with Headingley comes as Yorkshire Tea enters the third year of its sponsorship of the England Cricket Team. This summer, the ‘Official Brew of England Cricket’ will take the iconic ‘Little Urn’, the travelling tea van, on the road to visit all of England’s test match venues and serve the ‘Barmy Army’ with a ‘proper brew’.
From the beginning of next season, Rotherham United fans will also be able to Yorkshire Tea at the AESSEAL New York Stadium. The deal was negotiated with Centerplate, the event and venue catering business and supplier of contract catering services to the football club.
Yorkshire Tea’s latest football club signing comes off the back of a successful partnership with Leeds United, who saw a tea sales uplift of over 100 per cent during a 16 game period following the introduction of Yorkshire Tea to its concourses.
Laura Castro, marketing & communications manager at Centerplate, said: “Yorkshire Tea presents the perfect opportunity to demonstrate the association between Centerplate and Rotherham United.
“Our aim is to share best practices on the commercial and technical side of football, whilst providing excellence within the food and beverages offering through our catering solutions.
“Centerplate is delighted to be part of this initiative and offering the Yorkshire Tea and its ‘proper brew’ promise, which Millers fans will enjoy.”