BrewDog and Lord’s in landmark partnership
BrewDog joins forces with Marylebone Cricket Club (MCC) to become the official beer partner to Lord’s cricket ground from January 2025
In a landmark move for the brand, BrewDog announced its new partnership with Marylebone Cricket Club (MCC) to be the official beer partner at Lord’s cricket ground, in a four-year deal which starts early in the new year.
This significant partnership sees the ground become the first sports venue in the UK to hand over its taps to a craft beer brand, as well as being the only to pour 100% British beer.
The deal incorporates a comprehensive range of BrewDog beers, all brewed in Britain, and will see over 450 draught taps pouring the likes of Punk IPA, Hazy Jane, Lost Lager, Wingman IPA, Black Heart Stout, Cold Beer Lager and Shore Leave Amber Ale, as well as Punk AF and Lost AF from its alcohol-free offering. With a capacity of 31,000 and nearly 60 days of cricket, Lord’s serves around 750,000 pints across the year.
The brewer plans to make its mark at the venue by displaying its personality across every bar. A full activation plan is in progress, including a craft beer terrace takeover which BrewDog says will be the biggest and best craft beer bar in UK sport.
James Arrow, CEO, BrewDog plc, comments: “This is one of the most monumental achievements we could ever hope for our business. With an ambition to make as many people as passionate about craft beer as we are, this partnership with Lord’s enables us to do just that, taking BrewDog to a premium mainstream audience with a full range of beer styles to suit everyone.
“I couldn’t be prouder of the team that pulled this together and I look forward to a long and successful relationship with this incredibly iconic venue.”
MCC Commercial Director Andy Muggleton said: “Partnering with BrewDog is a fantastic step forward for MCC. This collaboration not only brings a new level of quality to our bars at Lord’s but also an enhanced matchday experience, with takeovers and pop-ups at the ground, as well as event benefits and discounts for Members. We look forward to introducing the new line-up of craft beers, providing a refreshing, modern twist to our offering, which we’re sure will be well-received by all who visit the home of cricket.”
beer BrewDog Lord's cricket ground MCC Partnerships
