West Ham United have revealed a new partnership with global distillery BrewDog.
BrewDog, founded in 2007 by James Watt and Martin Dickie, has officially become West Ham United’s ‘Official Beer Partner’ following a multi-year agreement. The brewery, known for drinks like Lost Lager, Punk IPA, and Hazy Jane, replaces Heineken as the club’s alcohol provider. As part of the deal, BrewDog will also support local grassroots teams by providing them with new kits.
West Ham Executive Director Nathan Thompson expressed enthusiasm about the partnership, highlighting BrewDog’s innovative approach and commitment to fans both on matchdays and beyond. He added that fans can expect perks like free and discounted pints at BrewDog venues and praised the initiative to back grassroots football.
BrewDog CEO Lauren Carrol echoed the excitement, stating that the collaboration is about more than just beer. It’s also focused on supporting football at every level—from local teams in East London and Essex to fans enjoying the game in stadiums and bars.
Despite its growth, BrewDog has faced multiple controversies. In 2009, they had to rename a beer due to drug-related connotations. They’ve also been accused of mocking marginalized groups in their advertising, misleading customers with a gold can promotion, and, in 2021, their founder James Watt faced allegations of inappropriate workplace behavior. Just last year, the company faced backlash after firing an Asian employee who objected to serving EDL marchers.
Still, the partnership signals a bold step for West Ham and a new chapter for BrewDog as they deepen their involvement in football culture.
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