The organizing committee of the upcoming 2026 Glasgow Commonwealth Games has continued its spate of commercial activity, adding craft beer brand Jubel as the event’s official beer partner.
The deal will see Jubel’s signature lagers, which are cut with fruit, served during the 11-day event across all venues – the Scottish Event Campus, Tollcross Swimming Centre, Scotstoun Stadium, and The Sir Chris Hoy Velodrome – alongside local lager brand Tennent’s and Tennent’s Zero.
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The Games will run from July 22 to August 2 in Glasgow and feature 10 different sports, as well as para-iterations of six of the sports, staged across the four venues.
Diane McLeod, director of Games services and workforce at Glasgow 2026, said: "We’re excited to welcome Jubel to the Glasgow 2026 sponsor family, serving up their refreshing lager alongside a taste of Scotland with Tennent’s at our four iconic venues.
“This partnership is about more than great beer; it's about shared moments, community, and celebration. Jubel dares to do things differently and shares our values around innovation, sustainability, and creating memorable moments that bring people together.”
Glasgow 2026 said Jubel was chosen due to its alignment with Glasgow 2026’s ambition to stage a more sustainable event, with the craft beer company offsetting 100% of carbon emissions each year, using recyclable aluminium cans, and brewing with regenerative barley.
As part of the agreement, Glasgow 2026 venues will prioritise draught beer where possible to reduce its carbon footprint.
The deal comes days after beverage giant Coca-Cola was announced as the official soft drinks partner of the event and the official partner of Team Scotland.
Under that deal, Coca-Cola’s Zero Sugar, Powerade, and Smartwater drinks will be supplied at the four main venues.
In terms of recent commercial activity for the Commonwealth Games, the organizing committee partnered with Corporate and Sporting Events, the UK-based logistics solutions provider, last month and secured Chinese electric vehicle company BYD as its official car partner in February.
Glasgow is due to host the event for the second time, having previously done so in 2014.
The 2026 Commonwealth Games was originally set to be hosted by the Australian state of Victoria, but that region's government withdrew in July 2023 owing to a huge increase in the projected cost of staging the games – originally projected to hit A$2.6 billion ($1.7 billion), the cost then rose to an untenable A$6 billion.
Malaysia was briefly considered as a replacement before Glasgow stepped in earlier this year.
In its withdrawal, Victoria had to pay A$380 million to the CGF as compensation, £100 million ($129 million) of which CGS has budgeted to use for the financing of its Commonwealth Games proposal, with the remaining £30-£50 million to be drawn from ticketing, sponsorship, and broadcast revenue.
Last October, the Indian city of Ahmedabad was announced as the replacement host for the 2030 Commonwealth Games after Alberta, Canada, also pulled out in mid-2023.
While Glasgow will host a scaled-down version of the games, with only a 10-sport program, Indian officials have already stated they will organize a full slate of events and use the games as a stepping stone to bid for the 2036 Olympic Games.
