BrewDog becomes Official Beer Partner of Lord’s Cricket Ground

Marylebone Cricket Club (MCC) has partnered with BrewDog, making it the Official Beer Partner at Lord’s Cricket Ground, in a four-year deal which starts early in the new year. 

Starting in January, Lord’s will feature a diverse range of BrewDog products, ensuring visitors can enjoy a true variety of British craft beers elevating the selection and offering something new each season. Low- and no-alcohol options will also be available, maintaining inclusivity across all preferences.

Matchdays at Lord’s are set to become an even more dynamic experience with BrewDog’s involvement. In the summer, BrewDog will take over the Food Village Upper Deck, transforming it into a craft beer haven pouring a variety of BrewDog beers, as well as customer activations around the ground, ticket offers and giveaways to add to the matchday experience.

BrewDog will also bring matchday cricket activations to select BrewDog pubs during the season, with events like pre-Test match breakfasts at Paddington and Waterloo locations, creating fan hubs around London and offering a taste of Lord’s hospitality.

Pioneering focus

BrewDog brings with it a pioneering focus on sustainability and innovation. With initiatives like its Lost Forest reforestation project in Aviemore, Scotland, covering over 9,300 acres, and its on-site anaerobic digester that transforms waste into biogas to power the brewery, BrewDog aligns with MCC’s sustainability goals and made them a standout partner.

Their “Beer For Your Grandchildren” approach ensures that every pint served at Lord’s is part of a broader effort to protect the planet.

Through this partnership, BrewDog will also support the broader cricket community through a dedicated fund for charitable initiatives, emphasising the brand’s dedication to community engagement and the good of the game.

MCC Commercial Director, Andy Muggleton, (second from left, image top) said:

Partnering with BrewDog is a fantastic step forward for MCC. This collaboration not only brings a new level of quality to our bars at Lord’s but also an enhanced matchday experience, with takeovers and activations at the ground. We look forward to introducing the new line-up of craft beers, providing a refreshing, modern twist to our offering, which we’re sure will be well-received by all who visit the Home of Cricket.

James Arrow, CEO, BrewDog plc, (centre, image top) added:

This is one of the most monumental achievements we could ever hope for our business. With an ambition to make as many people as passionate about great beer as we are, this partnership with Lord’s enables us to do just that, taking BrewDog to a premium mainstream audience with a full range of beer styles to suit everyone.

I couldn’t be prouder of the team that pulled this together and I look forward to a long and successful relationship with this incredibly iconic venue.

This significant partnership sees the ground become the first sports venue in the UK to hand over its taps to a craft beer brand, as well as being the only to pour 100% British beer.

SVB LIVE events focus on elevating the live experience through architecture & design, customer journey, fan experience, hospitality & fit-out, premium sales & service, sustainability, technology, VIP and venue commercialisation.

The deal incorporates a comprehensive range of BrewDog beers, all brewed in Britain, and will see over 450 draught taps pouring the likes of Punk IPA, Hazy Jane, Lost Lager, Wingman IPA, Black Heart Stout, Cold Beer Lager and Shore Leave Amber Ale, as well as Punk AF and Lost AF from its alcohol-free offering.

With a capacity of 31,000 and nearly 60 days of cricket, Lord’s serves around 750,000 pints, across the year.

In true BrewDog style, the brewer will make its mark at the venue, displaying its bold and playful personality across every bar. With a full activation plan currently in progress, including a craft beer terrace takeover, which will be the biggest and best craft beer bar in UK sport.

Huge thanks to the MCC and BrewDog for inviting our own John Sheehan along to the launch.

Sports Venue Business launched the hugely successful SVB LIVE series of events in 2023, featuring Global Networking Events & the annual SVB LIVE Conference & Exhibition; the 2024 edition took place at Croke Park with 240 high-level industry executives in attendance.