London football club West Ham United has launched a new campaign to unveil Scottish brand Brewdog as its new official beer partner, inking a multi-year deal in the process.
The campaign will see former West Ham, Liverpool and Southampton star Neil ‘Razor’ Ruddock and the beer firm give away grassroots football kits to clubs across East London and Essex, the Hammers’ traditional heartlands.
The deal will now see Brewdog served at the Olympic Stadium on matchdays from the start of the new season in August, alongside other brands in its portfolio including Lost Lager, Punk IPA, Hazy Jane, Cold Bee, Black Heart and alcohol-free alternatives.
“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,” said Nathan Thompson, executive director at West Ham United.
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“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.”
A series of activations will also run to amplify the partnership over the summer, with Brewdog offering free and discounted beers at selected venues and events throughout the off-season for West Ham fans.
Lauren Carroll, COO at Brewdog added: “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.”