Grand Rapids FC is a minor league soccer team that plays its home games at Houseman Field. Photo via fb.com
When they take the pitch this season, the Grand Rapids Football Club will be representing a local brewery.
The three-year-old minor league soccer team said this month that New Holland Brewing will return as a sponsor for the 2017 season, joining founding sponsor SpeakEZ and returning sponsor Uccello’s Ristorante in advertising on the team’s jerseys.
As part of the sponsorship, New Holland’s logo will be placed on the back of the jerseys for both the GRFC men’s and women’s teams, above the players’ numbers. Uccello’s logo will be placed on the front of the jerseys, and SpeakEZ’s logo will be placed on the sleeve.
“We’ve enjoyed having a close relationship with our hometown club,” said Joel Petersen, VP of beer marketing, New Holland Brewing. “We’re excited for the opportunity to extend our partnership.”
Additionally, New Holland will once again brew Extra Time, a golden lager that was introduced in collaboration with GRFC in the 2016 season.
Extra Time will be available at bars and restaurants around West Michigan, including pre-match parties at Bob’s Bar, beginning in April.
Founded in 2014, the GRFC men’s team competes in the National Premier Soccer League, playing its home matches at Houseman Field.
In November, the club announced the addition of a women’s team, which will compete in the United Women’s Soccer league.