West Ham drinks to new BrewDog deal

West Ham United and London Stadium have announced new multi-year partnerships with BrewDog, that has joined as the club’s and venue’s new official and exclusive beer partner.

As part of the agreement, BrewDog is ‘already working on initiatives to enhance the matchday experience for fans next season and elevate fan experiences’ ahead of a summer full of events at Queen Elizabeth Olympic Park.

Supporters and eventgoers will be able to access BrewDog’s range of products at the London Stadium. BrewDog’s beers have started pouring at London Stadium, ahead of summer events such as Sam Fender, Iron Maiden, and the London Athletics Meet.

In addition, football fans will be able to purchase BrewDog beers at West Ham United’s home games starting next season.

To mark the launch, BrewDog will be supporting grassroots football teams across east London and Essex by providing new kits for the upcoming season. Fans can also benefit from the partnership, with BrewDog offering free and discounted beers at selected venues and events.

BrewDog is also working with the club to provide benefits for US-based fans during the Premier League Summer Series.

The collaboration also highlights a ‘shared focus on sustainability’, referencing the Stadium’s solar roof project and BrewDog’s anaerobic digester facility which transforms waste into biogas.

Nathan Thompson, Executive Director at West Ham United, said, “We are pleased to announce our partnership with BrewDog, a brand that has demonstrated a strong and innovative commitment to maximising the value of this partnership – not only for our matchday supporters, but also for our wider fanbase across the UK and internationally.

“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 next season.

“Over the coming weeks and months, supporters can look forward to a range of exciting benefits, including complimentary and discounted pints across BrewDog’s venues. I’m also particularly looking forward to seeing the progress of the grassroots teams supported through this partnership throughout the season.”

Lauren Carrol, Chief Operating Officer at BrewDog, commented, “At BrewDog, we’re all about bringing people together through great beer and shared passion – and partnering with West Ham United is a perfect reflection of that. This collaboration goes beyond serving our iconic headliners; it’s about supporting the game at every level – from kitting out grassroots teams in east London and Essex to enhancing the fan experience at the stadium and in our bars.” 

“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.”