BrewDog has signed a multi-year deal with London Stadium and West Ham United as the official beer partner.
The brewer’s headliners Lost Lager, Punk IPA, Hazy Jane, Cold Beer, Wingman and Black Heart will start pouring at London Stadium from June, ahead of major events including Sam Fender, Iron Maiden and the London Athletics Meet this summer.
Football fans can enjoy a pint of BrewDog’s most popular pours at West Ham United’s home games from next season.
It’s extensive alcohol-free range will also be available at the football grounds.
To kick start the partnership, BrewDog and West Ham United are kitting out grassroots teams with BrewDog branded kits from Hackney Marshes to Romford Rec.
The partnership comes after a recent redesign of the brewer’s core range of beers.
“BrewDog is all about creating unforgettable moments with great beer, and this collaboration will allow us to elevate fan experiences ahead of a summer full of events at Queen Elizabeth Olympic Park,” said Lauren Carrol, chief operating officer at BrewDog.
Commenting on the partnership, Graham Gilmore, chief executive officer of London Stadium, said: “We’re proud to be partnering with BrewDog, a brand that shares our energy, innovation, and passion for delivering world-class experiences. We are excited to see this partnership come alive ahead of this summer at our iconic venue and look forward to a successful relationship for years to come.”
Nathan Thompson, executive director of West Ham United, commented: “At West Ham United, we take great pride in our progressive and collaborative approach to partnerships, and BrewDog is an ideal fit to help us deliver bold, engaging activations that resonate with our fans. I’m particularly looking forward to seeing the progress of the grassroots teams supported through this partnership throughout the season.”
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