UK: Doom Bar beer to sponsor Boat Race

By just-drinks.com editorial team | 25 March 2009

Sharp's Brewery has signed a deal for its Doom Bar beer to become an official partner of this year's Boat Race between the Universities of Oxford and Cambridge.

Sharp's said yesterday (24 March) that Doom Bar has signed a three-year deal with organisers of the Boat Race, which takes place annually on the Thames river and will be held this year on 29 March.

Financial details of the deal were not disclosed.

Around 250,000 spectators are expected to attend this year's race and Sharp's has produced a map detailing pubs and bars stocking Doom Bar along the route.

Sales of Doom Bar rose by 30% in 2008, Cornwall-based Sharp's said.

The rise comes against a UK beer market down 5.5% last year, with a 10% decline in the on-trade, according to British Beer and Pub Association figures.

Sectors: Beer & cider