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Official Beer of Harrogate Town AFC

02 August 2021
Category: Brewery News

We’re over the moon to announce a new sponsorship deal with Harrogate Town A.F.C. that will see Black Sheep become the official beer of the club.

Not only that, but any home fans visiting the ground will have the chance to stand in the newly named, Black Sheep Brewery Stand, formerly called the Car Park Terrace.

‘Town’, led by manager Simon Weaver, won promotion to the Football League for the very first time after winning the National League Play Off final in 2020. Despite this, throughout the whole of 2021,  fans have not had the chance to watch the team play a League 2 fixture in-person at the stadium due to the ongoing pandemic.

However, from Saturday 7th August that’s set to change, with “Town” hosting Rochdale, with a full capacity home crowd. It is hoped that our new sponsorship will help welcome fans back to the 5,021 capacity EnviroVent Stadium, with our iconic Best Bitter taking pride of place as the stadium’s exclusive cask ale brand.

Our Chief Executive, Charlene Lyons, toasted the new partnership and said: “This really is a sponsorship of firsts; it’s the first time Black Sheep has ever sponsored a football club, and also the first time this year the Club’s loyal fans will get to see their team play at the EnviroVent stadium. And best of all, Black Sheep Best Bitter will be on tap to welcome them back into the ground.

“But more than that, the sponsorship really underpins our strategy to engage meaningfully with the community in which we operate. During lockdown we saw fantastic demand for Black Sheep via our online store, both nationally, and all across North Yorkshire, and now we want to start putting something back into the communities that have supported us so passionately.”

Garry Plant, Managing Director at Harrogate Town, said: “Black Sheep is a business that does things its own way, and has a real sense of identity and provenance – just like our football club. These shared values really make this sponsorship deal a special one, and we look forward to Black Sheep helping make the Harrogate Town experience a memorable one for home and away fans”.

Huge good luck to the lads this weekend who kick off the 2021/22 League 2 campaign against Rochdale at home.


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