Refreshing the parts of the OS other brewers cannot reach

West Ham will receive no share of the lucrative ‘Pourage Rights’ from the  former Olympic Stadium when they move in.  The rental agreement of the former Olympic Stadium published last week reveals that  the stadium owners E20 Stadium LLP “shall be entitled to retain all revenue received from any beverage company, which is exclusively in respect of the Pourage Rights”

According to ITK, @ExWhuemployee it is Dutch brewer, Heineken that are poised to win the pourage rights for the stadium having previously bid for the naming rights only to be outbid by  Indian based company Mahindra.

Heineken, most recently purchased the pourage rights for Rugby World Cup, of which four matches were played at the Olympic Stadium. That deal reportedly cost  them £20 million. The deal reportedly included a clause that meant its lager was not only the sole brand sold in the stadiums hosting the tournament’s matches, but that it was also the only one that can be marketed within 500 metres of those venues.

Heineken will most likely copy the model of the recent Rugby World cup by having an army of sellers serving pints on the Stadium island, as well as pop-up bars, to fend off the local competition in Stratford.