Harlequins Rugby Club has agreed a long-term deal that will see Greene King IPA continue as official beer sponsor until the end of the 2014-15 Premiership season.

Greene King IPA has been a sponsor of the club since 2003-04 and combined cask and keg sales of the beer have shot up nearly 21 per cent year-on-year at the Stoop this season.

As part of the deal, the new South Stand at the Twickenham Stoop will feature Greene King IPA branding, while a number of pitch-side boards will also carry the brand’s name.

The Greene King IPA logo will continue to appear on the back of the famous Harlequins home and away playing shirts, further enhancing the cask ale’s relationship with the team’s loyal fans.

As well as investing in the development of the new South Stand, Greene King IPA has been working with Harlequins on the development of the ‘Quins Head’, Harlequins’ real ale match day bar.

Located behind the South Stand, this soon to be completed bar will feature a permanent cellar, larger serving space and new marquee and beer garden, providing the perfect setting for supporters to enjoy their pint of Greene King IPA.

Greene King IPA has also invested in new ‘Fastpour’ stadium dispense equipment in the ‘Kings’ and ‘Players Lounge’ bars in the Etihad Stand, reducing pint pouring time by a third from 24 seconds to eight seconds.

The Fastpour system will cut down queue waiting times and ensure fans get back to their seats quicker than ever before, meaning fans can enjoy more of the action and an all-round better match day experience.

Greene King Brewing Company managing director Justin Adams said: “Greene King IPA is committed to bringing quality cask ale to rugby fans across the country, so I am delighted to extend our deal with Harlequins.

“I look forward to seeing Quins fans enjoying a pint of cask ale on match days and having our brand represented around the Stoop for years to come.”

“It’s fantastic news that Greene King IPA has decided to continue its involvement and association with Harlequins,” said Mark Evans Harlequins Chief Executive Officer.

“The brand is a valued sponsor and the beer has always been a popular choice on match days for fans throughout the stadium.

“Greene King IPA has been incredibly supportive over the years and we’ve built up an excellent relationship since their introduction to rugby and Quins in 2003.

"I’ve watched both brands grow significantly over recent years, so we are delighted that our association will continue to develop over the next five seasons.”

The sponsorship of Quins will continue to be activated across the Official Quins Supporter Pub Network in and around Twickenham, where Greene King IPA will run promotions for fans to win tickets to see their heroes in action plus the chance to meet them over a pint in a Supporter Pub.

To find your nearest Greene King IPA Quins Supporter Pub, go to: www.greenekingipa.co.uk/supporter-pub-network.php