Heineken Ireland has been named the Official Beer, Cider and Stout Supplier to the 2027 Ryder Cup at Adare Manor, securing one of the most visible consumer-facing partnerships around the centenary staging of the event.

The agreement with Ryder Cup Europe will see Heineken brands available throughout the tournament footprint, including public bars, the spectator village, hospitality areas and premium experience suites.

The portfolio will include Heineken, Heineken 0.0%, Birra Moretti, Murphy’s, Beamish, Orchard Thieves and SERVED Ready To Drink products.

It represents a significant commercial platform for Heineken Ireland at an event expected to attract supporters from around the world to Limerick and place Ireland firmly at the centre of the international sporting calendar in September 2027.

The partnership also has a strong Irish connection. Heineken’s Cork brewery has been operating for 170 years and is less than 90 minutes from Adare Manor.

“It is a privilege for Heineken Ireland to partner with the Ryder Cup, an iconic global sporting event coming to Adare Manor in 2027,” said Sharon Walsh, Managing Director of Heineken Ireland.

“As a business rooted in Ireland, with a portfolio of some of the country’s most loved beer, cider and stout brands, we are proud to play our part in welcoming spectators from more than 80 countries.”

The deal extends Heineken’s long association with golf in Ireland.

Heineken has been the official beer partner of the Irish Open since 2022, while Murphy’s Irish Stout was title sponsor of the tournament from 1994 until 2002.

That history gives the brand more than three decades of involvement with one of Irish golf’s flagship professional events.

Walsh said Heineken would now work with the Ryder Cup team over the coming 12 months to deliver a memorable experience “from first pour to final putt”.

“The Ryder Cup is one of the great live sporting experiences, and our role is to help make every fan touchpoint feel premium, welcoming and unmistakably Heineken,” added marketing Director, Fiona Curtin.

“Across bars, hospitality and activation areas, we will bring our portfolio to life with real choice for fans.”

Richard Atkinson, Chief Ryder Cup Officer at the European Tour Group, described the competition as having developed into “one of the largest events in global sport”.

“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,” he said.

The Ryder Cup will take place at Adare Manor from September 17th to 19th, 2027, following three official practice days from September 14th to 16th.

 

Sport for Business Perspective

The scale of the Ryder Cup means this is considerably more than a pouring-rights agreement.

Food, drink and hospitality will form a major part of the experience for the tens of thousands of supporters spending full days on site at Adare Manor, giving Heineken an opportunity to put multiple brands directly in front of an international audience.

The inclusion of Heineken 0.0% also reflects the growing importance of alcohol-free choice within major sporting events.

 

 

 

Ryder Cup Europe, the DP World Tour and Golf Ireland are full members of Sport for Business. KPMG are partners of our Golf coverage on Sport for Business.

If you would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.

Image Credit: Ryder Cup

ABOUT SPORT FOR BUSINESS

Sport for Business is Ireland’s leading platform focused on the commercial, strategic and societal impact of sport. It connects decision-makers across governing bodies, clubs, brands, agencies, and public institutions through high-quality content, events, and insights.

Sport for Business explores how sport drives economic value, participation, inclusion and national identity, and how your story can be part of ours.

Through analysis, storytelling and convening the sector, it helps leaders understand trends, share best practices, and make better-informed decisions. It positions sport not just as entertainment but as a vital contributor to Ireland’s social and economic fabric.

Find out more about becoming a member today.

Or sign up for our Daily Sport for Business Snapshot email bulletins to get a flavour of the material we cover.

Sign up for our News Bulletins here.