Sussex Cricket and Shepherd Neame toast new partnership

Sussex Cricket has agreed a new multi-year partnership with independent family brewer and pub company Shepherd Neame.

The agreement, which unites the world’s first professional sports club with Britain’s oldest brewer, becomes the most lucrative pouring rights partnership in the club’s history.

Shepherd Neame’s flagship brands, including Singha lager, First Drop IPA and Iron Wharf stout, will now be served across the ground at Hove, including within the Sixes bar at the venue.

The partnership also includes investment in new bar infrastructure at the historic County Ground. Shepherd Neame will install several new bars around the ground ahead of the 2026 season, including a 40-foot container bar overlooking the boundary on the east side of the ground.

Alongside improvements to the ground’s bar facilities, Shepherd Neame and Sussex Cricket will also launch a new premium 4% Lager named Sea End, that will be exclusively available for supporters at the venue.

Sussex staple and fan favourite Harvey’s Best Bitter will continue to be served alongside Shepherd Neame’s leading brands, ensuring a wide range of alcoholic and 0% refreshments for supporters on matchdays, as well as visitors attending conferences and events at the ground.

Sussex Cricket Interim Chief Executive Mark West said: “We entered the tender process for our new pouring rights partnership with clear objectives: to find a partner who shares our values, engages with our supporters and invests in the stadium infrastructure, while providing high quality products at an affordable price point.

“Working with Shepherd Neame will introduce premium new options for supporters, alongside an innovative fan engagement programme and increased exposure for the club across Shepherd Neame’s venues in Brighton and Sussex.

“This partnership also supports our wider vision to develop Hove into one of the leading sports, entertainment and leisure venues in Sussex.”

Shepherd Neame’s Commercial Director Nigel Bunting said: “We are absolutely delighted to partner with Sussex Cricket, an institution with a proud heritage and an exciting future. This collaboration allows us to bring our award‑winning beers to a passionate sporting community while investing meaningfully in the matchday experience. 

“We’re looking forward to working hand‑in‑hand with the club to enhance the atmosphere at Hove, support its ambitions for growth, and raise a glass with supporters as we celebrate Sussex Cricket’s successes in the seasons ahead.”