InBev UK has pulled off a marketing coup by becoming the official beer supplier to the Wembley Arena in north London.

The two-year deal will link InBev brands to performances by leading music artists at the venue, with Beck’s Vier the supplier’s main focus. Stella, Leffe and Staropramen will also have a presence.

The deal means InBev UK has ousted rival brewer Scottish & Newcastle, which had previously had a supply deal for the site.

James Saunders, MD of towns as businesses at Quintain Estates & Development, which owns the arena, highlighted the parallels between the venue and InBev UK. “Beck’s Vier is one of the most progressive brands involved with music in the UK,” said Saunders.

Beck’s Vier is already supplied to another Quintain site, the O2 arena in south London.