Belgian Pro League club Standard Liège has welcomed back the Maes beer brand – a former main shirt partner – to its sponsorship roster.
Maes beer was the club’s main shirt sponsor in the late 1970s and early 1980s when the club enjoyed sustained success winning the Belgian championship in the 1981–82 and 1982–83 seasons.
The deal will kick off on July 1, when the 2020-21 football season starts in Belgium, and will see the traditional in-stadium tap installations replaced by tank beer in 20 barrels delivered directly from the Maes brewery.
Alexandre Grosjean, chief executive of Standard Liège, said Maes is one of the most important beers on the Belgian market. “From the first conversations about a possible collaboration, we felt that their vision perfectly matched our main values – passion, pride and grit,” he said
The Flanders-based beer brand said it had “seized the opportunity” to sponsor a Wallonia-based football club.
Maes joins a sponsorship portfolio for the 2020-21 season led by the main shirt sponsor – telco brand Voo – with the Circus Casino & Sport brand holding the back-of-shirt rights.
Both brands have been with the club in their current positions since the 2018-19 season. New Balance has been the kit supplier since 2017-18.