- June 2, 2025
- Posted by: SportsV
- Categories: Home News, Industry News, News, Press Releases
London Stadium and West Ham United have both inked new multi-year agreements with one of the UK’s favourite brewers, BrewDog, making it the Stadium and Clubs official beer partner.
Iconic beer meets iconic location, as the partnership marks a bold new chapter in fan experience at one of the world’s best multi-use venues.
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.
Football fans will also be able to start enjoying a pint of BrewDog’s finest beers at West Ham United’s home games, starting next season. In addition to its most popular pours, BrewDog’s extensive AF (alcohol free) range will also be available at the venue, offering great taste with zero alcohol.
To underline their commitment to football in East London, 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.
On the new partnership, Lauren Carrol, Chief Operating Officer, at BrewDog, commented:
“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.”
Together, BrewDog, London Stadium and West Ham United share a commitment to delivering world-class experiences – whether that’s an incredible range of beer or unforgettable sport and entertainment. This collaboration is focused on transforming the stadium into a next-level destination for fans, bringing fresh energy and forward-thinking ideas.
The 2025 SVB LIVE Conference & Exhibition is being held at Villa Park in Birmingham, UK, on October 6-7th, with an Opening Night Icebreaker on October 5th. The next SVB LIVE Networking Event is taking place at Fulham Pier in London on June 4th, including a tour of Fulham FC’s new Riverside Stand.
Just as important is the shared belief that this can be achieved sustainably. 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.
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.”
SVB LIVE events focus on elevating the live experience through architecture & design, commercialisation, customer journey, fan & premium/VIP experience, hospitality, interiors & fit-out, sustainability and technology.
Check out the latest sports and entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
