Amadeus announces new Molson Coors partnership for arenas

Leading live events caterer, Amadeus has partnered with Molson Coors Beverage Company at NEC Group arena venues in Birmingham.

The multi-year deal with the group will see Pravha - Molson’s premium continental-style pilsner - being named as the official beer of Utilita Arena Birmingham and Resorts World Arena with bars across both venues carrying the Pravha branding.

Marc Frankl, Food & Beverage Director at Amadeus, said, “We are thrilled to be working with Molson Coors at both of our Birmingham arena venues - they join us at an exciting time as live events return.

“Molson Coors has invested in the redesign and branding of our arena bars which will further enhance our customer experience, with their broad beverage portfolio, including Pravha, Staropramen, Rekorderlig and Coors, providing a refreshing option for those visiting our venue.

“The Molson Coors portfolio of products is far reaching, and we are excited to be able to serve their products to our customers.”

Dave MacKenzie, Regional On-Trade Sales Director at Molson Coors Beverage Company, (pictured left with Guy Dunstan, Managing Director Arenas at NEC Group) said: “We are delighted to be partnering with the NEC Group and its in-house catering business Amadeus. Our brand portfolio has never been stronger, so we’re ideally placed to support the wide variety of events they host and cater for.

“It’s great to see live events back on the cards after the challenges that the hospitality industry and events-led businesses have faced since the start of the pandemic, and we’re looking forward to seeing visitors return to its venues in the months ahead.”

Amadeus, as part of the NEC Group, caters for seven million visitors a year at the NEC Group’s five world-class venues and more than 30 venues across the UK including visitor attractions, exhibition venues and conference centres.