West Ham United and London Stadium have secured two separate partnerships with BrewDog, making the brewery the official beer provider for both the Premier League club and its home ground.
West Ham’s partnership with BrewDog, announced on May 28, kicks off with a grassroots football initiative, supporting local teams in East London. BrewDog will provide branded kits to clubs at Hackney Marshes and Romford Rec.
“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,” said Nathan Thompson, Executive Director of West Ham United.
“I’m particularly looking forward to seeing the progress of the grassroots teams supported through this partnership throughout the season.”
Fans attending Premier League matches at London Stadium will be able to purchase BrewDog’s range of beers, including Lost Lager, Punk IPA, and an alcohol-free selection.
Why stay local?
BrewDog is a craft beer company based in Scotland. While West Ham’s partnership crosses one border, other Premier League clubs have used similar partnerships to expand beyond the UK.
Manchester United named Tiger Beer the club’s official beer partner in October 2024, and Tottenham Hotspur also announced an agreement with the Asian company in December 2024.
At the time, Florence Lafaye, Commercial Director at Manchester United, explained the deal was an opportunity to create experiences for fans around the world, especially those in Asia. United is currently following up on the agreement with a two-game pre-season tour around the continent.
In order to compete commercially, a growing number of clubs are seeking partnerships which help them strengthen their global presence in international markets.
Though West Ham hasn’t confirmed why the club opted for a more local approach, one reason could be to bolster its support locally, as suggested through the grassroots initiative.
Powering London Stadium with ‘moments and beer’
Beyond football, BrewDog’s beers will be available at major events hosted at the London Stadium, including concerts by Sam Fender and Metallica later this year, and sporting events like the London Athletics Meet 2025.
“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 ahead of this summer at our iconic venue and look forward to a successful relationship for years to come,” said Graham Gilmore, CEO of London Stadium.
Both agreements align with BrewDog’s sustainability mission. London Stadium’s 6,500-square-foot solar roof will generate enough electricity to power all summer events and West Ham matches annually.
Meanwhile, BrewDog’s anaerobic digester facility in Aberdeenshire converts waste into biogas, helping to power its brewing operations.
Lauren Carrol, Chief Operating Officer at BrewDog, added: “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.”
You can stay updated on sponsorship deals like this on Insider Sport’s weekly Partnership Playbook on LinkedIn; this week’s edition is available to readHERE.