Dutch brewing giant Heineken has signed up as a new commercial partner of the 2027 Ryder Cup, golf's biennial men's teams tournament.
Through an agreement unveiled today, Heineken Ireland becomes the beer, cider, and stout supplier to the 2027 edition of that iconic clash between Team Europe and Team USA, which will be held at Adare Manor in Ireland.
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The deal entails a range of Heineken products – including the Heineken, Heineken 0.0%, Birra Moretti, Murphy’s, Beamish, and Orchard Thieves brands – being accessible across the bars, spectator village, and hospitality areas at Adare Manor.
The tie-up also extends to the course's 'premium experience suites.'
Richard Atkinson, chief Ryder Cup officer at the European Tour Group (which runs the Ryder Cup when it is held on the continent), said: "We aim to provide our spectators with a premium live sporting experience and by partnering with Heineken Ireland, we can be sure that they will have access to world-class beer, cider and Irish stout products.”
In terms of recent Ryder Cup commercial activity, early August saw US-based technology company CDW announce its return as a commercial partner of the event, for next year's edition. CDW builds on its role as official IT services supplier to the 2023 Ryder Cup in Rome, with an expanded remit for 2027.
Before that, multinational financial services platform Stripe was named as a worldwide partner for the 2027 and 2029 Ryder Cups in July, while sustainable packaging manufacturer Smurfit Westrock joined in the same top-tier category in March for the next three editions.
Fiona Curtin, Heineken Ireland's marketing director, added: "The Ryder Cup is one of the great live sporting experiences, and our role is to help make every fan touchpoint feel premium [and] welcoming … Across bars, hospitality and activation areas, we will bring our portfolio to life with real choice for fans."
Heineken, in terms of its Irish golfing presence, has been a sponsor of the Irish Open for over 30 years, and since 2022 has been that annual event's official beer partner.
It also has a major facility in Cork, not far from Adare Manor.
Outside golf, the brewing powerhouse is a partner of motor racing's iconic Formula 1, as well as of European soccer's governing body, UEFA.
