by Staff Writer
Wednesday, 28th May 2025
West Ham United have announced a partnership with multinational distillery BrewDog.
The brewery, who were founded in 2007 by James Watt and Martin Dickie will act as the club's 'Official Beer Partner' after agreeing a "multi-year agreement" with West Ham.
BrewDog, who replace Heineken as the club's alcohol provider are know for their popular offerings such as Lost Lager, Punk IPA, Wingman, Hazy Jane, Cold Beer and Black Heart. They have also pledged to provide support for local grass roots teams in the shape of new kits as part of the arrangement.
Responding to the news, West Ham Executive Director Nathan Thompson 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.
"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."
BrewDog CEO Lauren Carrol 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.”
BrewDog's short life has not been absent of controversy. In 2009 they were accused of aggressive marketing and forced to change the name of their 'Speedball' product, due to its links with drugs.
In 2015, the company were accused of "mocking homeless people, trans women and sex workers", while in 2018 the company was accused of promoting a product - Pink IPA, which they advertised as "beer for girls" - likely to appeal to minors.
In 2021 BrewDog were investigated for false advertising after claiming 24 carat gold beer cans had been randomly hidden in cases; the cans were discovered instead to be made of plated brass, which was worth considerably less.
Three years ago the firm's founder, James Watt was accused of "inappropriate behaviour and abuse of power in the workplace" by former staff, which it is claimed left "female bartenders feeling uncomfortable and powerless".
And as recently as last year, the company came under fire once again for sacking an Asian worker who had complained about having to serve members of an EDL march in the firm's flagship Waterloo bar.
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