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Birmingham Legion FC, AlaBev enter into official partnership agreement

By Legion FC Communications Team, 12/21/18, 4:00PM CST


Good People to feature prominently among exclusive beverages across three beer categories

BIRMINGHAM, AL (Dec. 21, 2018) – Birmingham Legion FC announced today a multi-year partnership with AlaBev, securing marketing rights for the local distributor to three beverage categories. As the official craft beer of Legion FC, Good People Brewing will be prominently featured at Legion FC matches, will create an in-stadium activation area and will offer a Legion-branded special release in 2019, among other promotional activations. 

This is another great example featuring partners with local roots and a national presence,” said Legion FC President and General Manager Jay Heaps. “We’re particularly excited about the activation elements of this deal. This partnership will enhance our game day experience and enhance our brand throughout the area.” 

“AlaBev is excited to partner with Legion FC," said Harry Kampakis, President and owner of AlaBev. "Partnering with Legion FC is a meaningful way for us to connect with soccer fans. We are looking forward to working with Legion FC going forward and supporting a top-level soccer team in Birmingham that we really feel the community is going to embrace. Corporate support is vital to having the resources to build an exciting, winning team and to create a great fan experience. AlaBev is proud to be counted among the supporters.” 

Other AlaBev products are also included in the deal: Coors Light, Official American Light/Domestic Beer of Birmingham Legion FC, Tecate, Official Import Beer of Birmingham Legion FC, Dos Equis and Blue Moon. The AlaBev products will all be featured at Legion FC home matches and involved in pre- and in-game match presentation, club digital content and retail activation.

Avondale Brewery is also set to become the Official Legion FC watching venue. The iconic location features a massive, 35’ X 17’ LED video wall and will show all road matches throughout the term. Legion FC will also be granted Legion Level, a newly created club-branded space at Good People Brewery.

About Birmingham Legion FC 
Set to debut as an expansion member of the United Soccer League in 2019, Birmingham Legion FC is the Magic City’s first and only locally owned and operated professional soccer franchise. The club will play home matches at a newly renovated BBVA Compass Field, on the campus of the University of Alabama at Birmingham, beginning in the Spring of 2019. For ticket information and to purchase official Legion FC merchandise, please visit Supporters are encouraged to follow @bhmlegion on Facebook, Instagram, and Twitter for the latest club news. 

About AlaBev 
AlaBev was founded in 1907 and is a statewide wholesale distributor and importer of beer, cider, wine, spirits and alcohol-free beverages in Alabama. Located in Birmingham, AlaBev is the largest distributor of domestic craft and specialty beer in the state. To view AlaBev’s full portfolio visit You can follow them on Instagram @AlaBev, Twitter @AlaBevToday and

About Good People 
Good People Brewing Co., Alabama’s oldest and largest brewery, is located in the heart of downtown Birmingham, Ala. Founded in 2008, Good People played a key role in forging the entrepreneurial spirit that has driven new growth in the Magic City. Good People is proud to serve as the local beer partner for Alabama’s professional soccer team, Legion FC! 

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