London Stadium and West Ham United have both inked new multi-year agreements with BrewDog, making it the Stadium and Club's official beer partner for the upcoming season
Headliner Brews Set to Pour Ahead of Blockbuster Summer Events
BrewDog’s headliners, Lost Lager, Punk IPA, Hazy Jane, Cold Beer, Wingman, and Black Heart will start pouring at London Stadium from June, ahead of major events including Sam Fender, Iron Maiden, and the London Athletics Meet this summer.
BrewDog’s extensive AF (alcohol free) range will also be available at the venue.
BrewDog and West Ham United will be kicking off the partnership by kitting out grassroots teams with BrewDog branded kits from Hackney Marshes to Romford Rec.
“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," said Lauren Carrol, BrewDog COO. "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 line-up of events.”
Shared Commitment to Renewable Energy and Sustainability
The collaboration is focused on transforming the stadium into a next-level destination for fans, bringing fresh energy and forward-thinking ideas.
The 6,500 square foot solar roof project of the Stadium will generate enough power to supply electricity for not only the summer events, but all West Ham matches annually. While BrewDog’s anaerobic digester facility at its brewery in Aberdeenshire transforms waste into biogas to power the brewing process. A united goal to reduce the carbon footprint with a focus on renewable energy.
Uniting for Innovation, Sustainability, and Fan Engagement
Graham Gilmore, CEO of London Stadium, commented on the partnership: “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.”
Nathan Thompson, Executive Director of West Ham United said: “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. I’m particularly looking forward to seeing the progress of the grassroots teams supported through this partnership throughout the season.”
