West Ham United Football Club have announced a multi-year partnership with beverage brand BrewDog, which comes on board as their Official Beer Partner.
The deal will make BrewDog products available at London Stadium on matchdays from next season onwards. BrewDog brands Lost Lager, Punk IPA, Wingman, Hazy Jane, Cold Beer, and Black Heart, along with alcohol-free alternatives, will be present.
BrewDog will also offer free and discounted beers at select venues and during events through the off-season to West Ham fans, while also supporting grassroots football teams across east London and Essex by supplying “brand-new” kits.
On the partnership, Nathan Thompson, Executive Director at West Ham United FC, commented:
“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, 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.“
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