BrewDog announces five-year partnership with Leicester Tigers

BrewDog has announced a five-year partnership with Leicester Tigers rugby union club, naming BrewDog the club’s Official Beer Partner from the start of the 2026-27 season.

The partnership gives BrewDog exclusivity across lager, craft beer, ale and alcohol-free categories at Mattioli Woods Welford Road Stadium.

The company will introduce upgraded dispense and cellar technology, its first-ever fully branded Punk IPA stadium bar, and dedicated Black Heart and Executive Suite activations.

BrewDog will also launch 1880 Ale, a new Leicester Tigers-branded ale, and five fan activations each season.

Stuart Harrison, chief sales officer at BrewDog, said: “There’s 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’re proud to bring our bold craft line-up, 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.”

At the centre of the partnership is 1880 Ale, a new ale created exclusively for Leicester Tigers supporters and fully branded in the club’s colours and identity. Details about the launch timing and availability will be announced at a later date.

In addition, each season, BrewDog and Leicester Tigers will deliver five major fan activations spanning matchday moments, supporter rewards and experiences designed to put fans closer to the action.

Both organisations are also committed to supporting local communities through collaboration with the Leicester Tigers Foundation, creating positive impact that carries beyond the stadium gates.

The partnership also builds on BrewDog’s growing presence at UK sporting and live event venues. BrewDog is already the exclusive beer partner of London Stadium, and in 2025 it agreed a 10-year naming rights partnership with the BrewDog Stadium in St Helens. Welford Road now adds one of the most historic grounds in English rugby union to that line-up.