BrewDog is set to become the official beer partner of Leicester Tigers after agreeing to a five-year deal with the rugby club.<\/p>\n
The partnership, which begins with the 2026-27 season, will see the Scottish craft brewer take exclusive rights across the lager, craft beer, ale and alcohol-free categories at Mattioli Woods Welford Road Stadium.<\/p>\n
As part of the agreement, the venue will receive upgraded beer dispense and cellar equipment, alongside BrewDog’s first fully branded Punk IPA stadium bar.<\/p>\n
The deal will also introduce dedicated BrewDog activations across the Black Heart and Executive Suite areas, while five fan-focused experiences will be delivered each season.<\/p>\n
A new beer, 1880 Ale, is also being developed exclusively for Leicester Tigers supporters. Fully branded in the club’s colours and identity, the ale is intended to become part of the matchday experience, with further details on its launch and availability to be announced.<\/p>\n
Stuart Harrison, chief sales officer at BrewDog said: \u201cThere\u2019s nothing like the energy of a Leicester Tigers crowd on game day, the build-up, the noise, the passion and the celebration around every big moment. At BrewDog, we believe great rugby deserves great beer, and we\u2019re proud to bring our bold craft lineup, Punk spirit and fan-first approach to Welford Road. From 1880 Ale to the Punk IPA stadium bar and season-long activations, this partnership is about raising the matchday experience for Tigers fans from kick-off to the final whistle.\u201d<\/p>\n
Beyond the stadium’s hospitality offer, BrewDog and Leicester Tigers will work together on supporter rewards, matchday activities and exclusive experiences designed to bring fans closer to the club.<\/p>\n
The two organisations will also collaborate with the Leicester Tigers Foundation on community initiatives, with the aim of extending the partnership’s impact beyond matchdays.<\/p>\n
For BrewDog, the agreement adds another major UK sporting venue to its portfolio. The company already holds an exclusive beer partnership with London Stadium and secured a 10-year naming rights deal for the BrewDog Stadium in St Helens in 2025.<\/p>\n
Welford Road, one of English rugby’s best-known grounds, becomes the latest venue to join that network.<\/p>\n
Mark Foster, chief commercial officer at Leicester Tigers said: “I’m pleased to announce that BrewDog will be joining Tigers as our Official Beer Partner on a long-term deal. Their commitment to supporting Tigers – and the local community – is full, and we look forward to working with BrewDog to offer fans refreshment on matchdays. I’d like to take this opportunity to thank Everards for their exceptional support over the years. They went from partners to friends, and their people will always be welcome at Mattioli Woods Welford Road. I can also confirm that the offerings from BrewDog will be alongside the existing agreements with Guinness and Thatchers, meaning that those beverages will remain on the menu for the long term.”<\/p>\n
BrewDog’s range, including Punk IPA, Lost Lager, Wingman, Black Heart and its alcohol-free beers, will be available at Welford Road from Leicester Tigers’ first home fixture of the 2026-27 campaign.<\/p>\n","protected":false},"excerpt":{"rendered":"
The five-year agreement will bring new beer offerings, fan activations and upgraded facilities to Leicester Tigers\u2019 home ground<\/p>\n","protected":false},"author":266702,"featured_media":2114622,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"coauthors":[127717],"class_list":["post-2114621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-deals","tag-featured-story","tag-leicestershire"],"yoast_head":"\n