Greene King IPA, the Official Beer of Nottingham Forest FC for the new Championship season, has announced a number of improvements to The City Ground that will enhance the match day experience for Forest fans.

As part of the sponsorship deal, which runs for three years until the end of the 2012/13 season, Greene King IPA has invested significantly in upgrading the catering facilities in the Trent End and Main Stand.

With long queues of thirsty football fans a common sight at stadium bars up and down the country, the installation of Greene King IPA's new fast-pour systems within The City Ground will help ease the half-time rush. A pour time of less than five seconds per pint will significantly reduce queuing time, allowing supporters to enjoy their pint before returning to their seats without missing a kick of the action.

Supporters travelling to The City Ground for Nottingham Forest's home game against Norwich City on Saturday will be able to take advantage of the new facilities on offer.

The upgrades form part of Greene King IPA's ongoing association with Nottingham and the region, where it recently completed a £4.5 million state-of-the-art distribution centre and is the Official Beer of the Trent FM arena.

Throughout the 2010/11 Championship season Greene King IPA will be paying homage to Forest's most successful manager of all time by providing bar staff in the concourse areas of The Brian Clough Stand with replica green sweatshirts, similar to that worn by Clough when he guided Forest to the European Cup in both 1979 and 1980.

Greene King's free trade sales director Joe Parks said, "We are very excited about our sponsorship of Nottingham Forest and are committed to giving fans the best possible experience at The City Ground on match days. To be associated with a club and a name as important as Brian Clough is a real honour and, fingers crossed, we'll be celebrating a return to the Premiership come the end of the season".

Joe Sharphouse, Marketing Manager at Nottingham Forest FC, said "The improvements made by Greene King will make a big difference to the overall match day experience at The City Ground. In particular, the fast-pour capability will have a real impact during the half time break, easing the pressure on bar staff and quenching the thirst of Forest fans quicker".