Marketing & Sponsorship
West Ham, London Stadium Partner With BrewDog
West Ham United and London Stadium have signed new multi-year deals with BrewDog, making the independent brewer the official beer partner of both the Premier League club and the stadium.
The agreement will see BrewDog’s signature beers served across London Stadium from June, just in time for a packed summer schedule of concerts and athletics events. BrewDog’s alcohol-free range will also be available, broadening the offering for visitors.
The partnership aims to enhance the fan experience at the multi-use venue, which hosts Premier League football, athletics, and some of the UK’s biggest music events. Headline acts this summer include Sam Fender, Iron Maiden, and the London Athletics Meet.
West Ham fans will begin to see BrewDog’s presence at home matches from the start of the 2025/26 season, with the brewer’s products becoming a mainstay of the club’s matchday offering.
The deal also includes a community element, with BrewDog set to supply branded kits to grassroots football teams across East London, from Hackney Marshes to Romford Rec, in a move that underlines the company’s commitment to the local football community.
For BrewDog, the partnership is the latest in a series of moves to grow its profile in the sporting world. It aligns with the company’s goal of pairing high-profile visibility with sustainability credentials. BrewDog’s brewery in Aberdeenshire features an anaerobic digester that converts waste into biogas, helping to power its production process.
Similarly, London Stadium is pushing ahead with its own environmental targets. The 6,500 square foot solar installation on the stadium roof is expected to generate enough electricity to cover all summer events and West Ham matches for the year.
The stadium, originally built for the 2012 Olympics, has increasingly positioned itself as one of London’s leading live event destinations. This new collaboration is designed to bring a refreshed hospitality experience for the tens of thousands of fans attending each match or event, with beer playing a central role in that strategy.
Lauren Carrol, Chief Operating Officer, at BrewDog, commented: “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. We have such an eclectic range in our headliner series, it’s the ideal pairing to London Stadium’s super varied and equally as colourful lineup of events.”
Insideworldfootball.com
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