As part of the agreement, visitors to the ground will be able to enjoy an extensive new drinks range featuring Pravha, Staropramen, Coors, Madrí Excepcional 0.0%, Doom Bar, Aspall Cyder, SALT Alpacalypse IPA, Rekorderlig, Caffrey’s Black Stout. The products will be available across the venue’s public bars at Richmond Rugby fixtures and other events.
The new range will be introduced in time for the opening match of the 2026/27 season, when Richmond’s Men’s First XV welcome Ampthill to the Richmond Athletic Ground on Saturday 19th September, with kick-off at 5pm in the Elior Champ.

Pravha will become the venue’s flagship beer brand, with a prominent presence across the ground through bar branding and pitch-side advertising. The brand will also feature on the front of the Richmond Men’s First XV shirt.

The partnership reflects Pravha’s growing association with rugby and premium sporting occasions following a period of strong growth – with value sales increasing +13.2% over the past year as the brand outperforms the wider premium lager category , and consumers embrace its crisp and refreshing take on a pilsner.

Further improvements to the matchday experience will be delivered as part of the agreement, including a new Molson Coors container bar on the patio outside the Murray Judd Bar. The additional outlet will give supporters more convenient access to refreshments during busy fixtures and events, helping enhance the experience for rugby fans and visitors throughout the season.

Phil White, Managing Director at Richmond Rugby, said: “We are delighted to begin this long-term partnership with Molson Coors. Throughout the process, their team demonstrated a real understanding of our venue, our supporters and what we want to achieve at the Richmond Athletic Ground."

"The partnership brings together a fantastic selection of drinks with meaningful investment in the matchday experience. We are particularly excited to open the new container bar and welcome supporters back to the ground for the start of the season.”

Dean Ince, New Business Sales Controller at Molson Coors, added: “We are delighted to be partnering with Richmond Athletic Ground as part of our ongoing investment in rugby and the supporter experience. Pravha has built strong momentum in recent years, and rugby provides a natural platform for us to introduce more consumers to the brand, while bringing our wider portfolio of leading beer and cider brands to supporters and visitors."

"We're looking forward to working closely with Phil and the team to enhance the matchday experience at the ground, creating memorable moments for fans both on matchdays and at events throughout the year."