BrewDog, a leader in U.K. craft beer and one of the world’s most recognised craft beer brands, by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), 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.
From the first whistle to the final cheer, BrewDog is turning up the volume on the Leicester Tigers matchday experience. 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.
Stuart Harrison, chief sales officer, BrewDog, said: “There’s thing 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. At BrewDog, we believe great rugby deserves great beer, and we’re proud to bring our bold craft lineup, 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.”
At the centre of the partnership is 1880 Ale, a new ale created exclusively for Leicester Tigers supporters and fully branded in the club’s colours and identity. Developed as a beer that fans can proudly call their own, 1880 Ale is designed to become part of the matchday ritual at Welford Road—from pre-match build-up to post-match celebrations. Additional details regarding launch timing and availability will be announced at a later date.
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.
The partnership also builds on BrewDog’s growing presence across the U.K.’s biggest sporting and live event venues. 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.
Mark Foster, Chief Commercial Officer, Leicester Tigers, commented: “I’m pleased to announce that BrewDog will be joining Tigers as our Official Beer Partner on a long-term deal. Their commitment to supporting Tigers – and the local community – is full, and we look forward to working with BrewDog to offer fans refreshment on matchdays. I’d like to take this opportunity to thank Everards for their exceptional support over the years. They went from partners to friends, and their people will always be welcome at Mattioli Woods Welford Road. I can also confirm that the offerings from BrewDog will be alongside the existing agreements with Guinness and Thatchers, meaning that those beverages will remain on the menu for the long term.”
BrewDog beers will be available across Mattioli Woods Welford Road from the first home fixture of the 2026-27 season, giving supporters access to a full BrewDog lineup including Punk IPA, Lost Lager, Wingman, Black Heart and BrewDog’s alcohol-free range.
