Chris Houlton, Greene King brewing and brands managing director, with Keith Wyness, CEO of Aston Villa

Chris Houlton, Greene King brewing and brands managing director, with Keith Wyness, CEO of Aston Villa

UK brewer Greene King will become the official ale partner of Aston Villa football club from the 2016/17 season. 

The deal will run for three seasons. It includes pouring rights for Greene King's seasonal and craft portfolio at Aston Villa's stadium, Villa Park. 

"Our flagship Greene King IPA and East Coast IPA, as well as our other beers, will be served at the bars throughout the stadium and we are investing in giving these facilities a new look to offer even better match day experiences at Villa Park," said Chris Houlton, Greene King brewing and brands managing director. "We look forward to continuing to build a great relationship with the club and its fans over the coming seasons."

Financial details of the sponsorship deal were not disclosed. Greene King beers will be available at the stadium from 13 August, when the new season starts. Aston Villa will play in the Championship this season after being relegated from the Premier League, England's top football division.

In late June, Greene King CEO Rooney Anand warned that Britain's decision to leave the EU will hit consumer confidence.