BrewDog, the UK brewer, has widened its sponsorship portfolio, striking a new five-year agreement to become the official beer partner of the Leicester Tigers.
This partnership will begin with the upcoming 2026-27 Prem Rugby season, which begins on September 25 and runs through the June 19, 2027 Grand Final.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Throughout the agreement, the pair will collaborate on fan-focused activations and joint initiatives, alongside the traditional branding presence and pouring rights at Leicester’s 25,849-capacity Welford Road stadium.
This deal does not clash with the Tigers’ existing pouring rights agreements with stout brand Guinness, and cider brand Thatchers, both of which will remain on offer at the stadium, alongside BrewDog’s own wide-ranging offering.
BrewDog replaces Everards Brewery, which had held the official beer designation since 2003, ending over 20 years of association.
Speaking on the deal, BrewDog chief commercial officer Lauren Carrol said: ““Leicester Tigers are an iconic rugby union club with a hugely passionate fanbase, so we’re incredibly excited to partner with them as their official beer partner."
"It’s a great opportunity for BrewDog to build momentum within the rugby community and connect with fans in an authentic and engaging way. With fan experience at the heart of everything we do, we’ll bring BrewDog to life on matchday through exciting activations and opportunities to reward fans."
"Ultimately, this partnership goes beyond the beer, giving fans plenty of reasons to get involved and creating memorable experiences along the way."
In the 2025-26 season, the Tigers finished as play-off semi-finalists, and also won the knockout Prem Rugby Cup, while in continental competition they reached the round-of-16 of the elite Champions Cup.
Overall, Leicester Tigers are one of the most storied clubs in English rugby union, having won the top-flight Prem a record 11 times (and finished runners-up a further eight times), most recently in 2022, as well as having won the Champions Cup twice (2001 and 2002).
For its part, BrewDog’s sponsorship activity in the UK sports space is perhaps most visible at English second-tier soccer side West Ham United, having struck a multi-year deal with the team back in 2025 (when it was in the top-flight Premier League).
