BrewDog has secured “official beer partner” status for its namesake brand with West Ham United and the UK soccer club’s London Stadium.
The brewer has inked a “multi-year agreement” that will see its beers, including Punk IPA, Hazy Jane and Lost Lager, on sale at the English Premier League club’s stadium complex from next month. The partnership will debut at a concert by Sam Fender on 6 June, with Iron Maiden and the London Athletics Meet to follow later in the year.
The announcement added that the collaboration is focused on “transforming the stadium into a next-level destination for fans”, with BrewDog’s beers available on tap.
“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 COO Lauren Carrol. “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.”
The beer company changed its CEO in March, bringing to an end the tenure of James Arrow, who replaced co-founder James Watt at the helm in May last year.
