West Ham United has just announced a frothy new signing — and no, it’s not a striker. BrewDog has officially joined the Hammers as the Club’s new official beer partner in a multi-year deal that’s got more bite than your average lager.
The partnership brings together two heavyweights of British culture — BrewDog, the maverick Scottish brewer known for its bold craft beers, and West Ham United, the Premier League stalwart with East End roots as deep as the Thames.
Together, they’re serving up more than just drinks. They’re pouring community spirit, purpose, and a few discounted pints for good measure.
Fans heading back to the London Stadium in August will find matchdays tastier than ever. BrewDog’s full arsenal — Lost Lager, Punk IPA, Hazy Jane, Cold Beer and Black Heart — will be on tap. And if you’re not drinking, no problem. The alcohol-free range will be flowing too.
But this isn’t just about what’s in your glass. BrewDog is opening its playbook with a purpose-driven launch that puts grassroots football at the heart of the action.
In a move that blends branding with benevolence, BrewDog will be kitting out teams across East London and Essex, giving local players the gear they need for the new season.
Teams keen to get their hands on the new kits can apply online at: 👉 https://www.whufc.com/get-kitted-out-brewdog-new-season
Off the pitch, the perks keep coming. This summer, West Ham fans will enjoy free and discounted BrewDog beers at selected venues and events — a small but welcome consolation for the off-season lull.
Meanwhile, the brewer is working with the Club to make sure Stateside supporters don’t miss out during the Premier League Summer Series.
Nathan Thompson, Executive Director at West Ham United, made no secret of the Club’s excitement: “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, echoed the sentiment: “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.”
It’s the kind of deal that makes sense on paper and tastes even better in a pint glass. With BrewDog now firmly in the squad, West Ham fans have one more reason to look forward to next season — and this time, it comes chilled.
