Promoted content: BrewDog

Regular readers will be aware that this summer has been an exciting time for one of the UK’s favourite brewers. In our July issue, we reported on BrewDog striking an impressive deal at Lord’s, becoming the official beer partner at the home of cricket for the next four years. Not only that but it has doubled its tally, having also signed new multi-year agreements for the same status with the London Stadium, the home of West Ham Utd.

The deals mark a new chapter in the fan experience at one of the world’s best muti-use venues. Even before the new football season started, BrewDog’s headliners Lost Lager, Punk IPA, Hazy Jane, Cold Beer, Wingman and Black Heart were showing their versatility and wide appeal by being served up at major events ranging from Iron Maiden to the London Athletics Meet. As well as the aforementioned, in addition to its most popular pours, BrewDog’s extensive AF (alcohol-free) range will also be available at the venue, offering great taste with zero alcohol.

“We launched our partnership with London Stadium and West Ham Utd at the beginning of June this year, kicking off with the venue’s largest ever concert, Sam Fender,” says Craig Young, on trade sales director for BrewDog. “We had just two and a half weeks after the football season ended to transform the stadium with BrewDog’s look and feel, and, of course, ensure fans could enjoy our great beer.

“In that short time, we rebranded 45 bars, upgraded 60 dispense points and added 10 new bars across the stadium and the Island. We’ve also worked closely with the stadium to introduce state-of-the-art technology, including an Amazon Frictionless Bar and a Self-Pour Wall, which are all designed to enhance the fan experience and reduce queuing times.”
Young, whose job is to lead BrewDog’s on-trade strategy, partnerships and execution to make sure the brand is front and centre in pubs, bars, festivals and stadiums across the UK, says that the partnership has been working perfectly so far. “We’re really pleased with how the concerts and athletics performed this summer. Even though the football season has only just started, we’ve already done a lot for West Ham fans – from offering a free pint promotion in our bars for season ticket holders to an always-on ecommerce and bar discount, plus the launch of The Deck, our new activation space at the stadium.

“We’re only just getting started, and we’re excited to keep delivering great beer and even greater experiences for the fans as the season unfolds.”

Football will, of course, be the focus until next summer. The aforementioned Deck is a huge branded hospitality area that sells BrewDog exclusively before and after matches, offering an incredible view across the iconic venue, all while lapping up the atmosphere and supping on a pint.

Traditionally, and somewhat bafflingly, the received wisdom for decades has been that getting footie fans in and out of stadiums as quickly as possible – to the pubs and bars in the near vicinity – is the best way to operate. However, BrewDog likes to think differently and will be working to keep punters inside the London Stadium for longer.

“We’re working with the team at London Stadium to further enhance the Island area so fans can enjoy BrewDog beers pre- and post-match,” says Young “On top of that, we’ve got some exciting activations in the pipeline that will give West Ham fans the chance to have fun, get stuck in and discover more about our beers on matchdays.”

This activity and attitude has scored highly with Nathan Thompson, executive director of West Ham United, who enthuses: “We take great pride in our progressive and collaborative approach to partnerships, and BrewDog is an ideal fit to help us deliver bold and 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.”

Thompson is alluding to the fact that, in order to truly underline their commitment to football across East London, BrewDog and the club kicked off their partnership by kitting out grassroots teams with brand-new kits. The BrewDog branded strips are now being proudly worn by sides from Hackney Marshes to Romford Rec.

“We announced the London Stadium and West Ham partnership together, but we wanted to do something especially for fans to mark the launch,” explains Young. “That’s where our grassroots ‘Kicking things off not with a pint, but with purpose’ campaign came in.”

Working with ex-Hammers legend Neil ‘Razor’ Ruddock, they gave teams from across East London and Essex the chance to win 10 exclusive kits. “The campaign was a huge success and we’re proud to support local grassroots football,” says Young. “We’re excited to see how we can continue working with these clubs throughout the year.”

And, as you would expect from a deal that sees a hat-trick of innovative operators coming together, this is just the beginning. “We’ve got plenty more planned for the rest of the season; keep an eye on our social channels for what’s coming up at West Ham home games,” says Young. “Looking ahead, we’re excited for summer 2026 when baseball returns to London Stadium, and we’ll also be putting BrewDog into the hands of Metallica fans when they take to the stage next summer.”

And the feeling is clearly mutual, as Graham Gilmore, chief executive officer of London Stadium, concludes: “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 at our iconic venue and look forward to a successful relationship for years to come.”

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