BrewDog today announced a five-year partnership with Leicester Tigers, one of England's most iconic rugby union clubs, naming BrewDog the club’s Official Beer Partner from the start of the 2026-27 season and bringing a new wave of craft beer, fan-first activations and matchday energy to Mattioli Woods Welford Road Stadium.
The partnership gives BrewDog exclusivity across lager, craft beer, ale and alcohol-free categories at Mattioli Woods Welford Road Stadium and will introduce upgraded dispense and cellar technology, BrewDog's first-ever fully branded Punk IPA stadium bar, dedicated Black Heart and Executive Suite activations, the launch of 1880 Ale, a new, fully Leicester Tigers-branded ale created exclusively for supporters, and five fan activations each season. Together, BrewDog and Leicester Tigers are building more than a beer partnership—they are creating a bigger, louder and more memorable rallying point for supporters on matchday and beyond.
“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,” said Stuart Harrison, BrewDog Chief Sales Officer. “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 kickoff to the final whistle.”
The partnership extends well beyond the bars. Each season, BrewDog and Leicester Tigers will deliver five major fan activations spanning matchday moments, supporter rewards and money-can't-buy 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.
BrewDog is already the exclusive beer partner of London Stadium, one of the country's largest multi-purpose venues, and in 2025 agreed a ten-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 lineup, underlining BrewDog's commitment to serving great beer to fans at the venues where the biggest moments happen.