BrewDog has announced a five-year partnership with Leicester Tigers, one of England’s most iconic rugby union clubs.
It will be the club’s Official Beer Partner from the start of the 2026-27 season, bringing “a new wave of craft beer, fan-first activations and matchday energy to Mattioli Woods Welford Road Stadium,” it said.
The partnership gives BrewDog exclusivity across the lager, craft beer, ale and alcohol-free categories at the stadium, and will introduce upgraded dispense and cellar technology and BrewDog’s first-ever fully branded Punk IPA stadium bar,
There will also be dedicated Black Heart and Executive Suite activations, the launch of 1880 Ale - a new fully Leicester Tigers-branded ale created exclusively for supporters - and five fan activations each season.
Unmistakable energy
Stuart Harrison, chief sales officer at BrewDog, said: “There’s nothing like the energy of a Leicester Tigers crowd on game day - the build-up, the noise, the passion and the celebration around every big moment. At BrewDog, we believe great rugby deserves great beer, and we’re proud to bring our bold craft lineup, Punk spirit and fan-first approach to Welford Road.
“This partnership is about raising the matchday experience for Tigers fans from kick-off to the final whistle.”
In addition, each season, BrewDog and Leicester Tigers will deliver five major fan activations spanning matchday moments, supporter rewards and money-can’t-buy experiences designed to put fans closer to the action.
Both organisations are also committed to supporting local communities through collaboration with the Leicester Tigers Foundation, creating positive impact that carries beyond the stadium gates.
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