BrewDog has become the official beer partner for Leicester Tigers, the rugby union side, in a deal starting with the 2026-27 season

The agreement will see the two brands work together to do more than pour beer, with plans for “bespoke fan-focused initiatives, fan rewards and activations” throughout the season.

Both organisations are committed to supporting local communities through collaboration with the Leicester Tigers Foundation, helping to create a positive impact in the local community beyond matchdays.

Leicester Tigers’ chief commercial officer, Mark Foster, said: “I’m pleased to announce that BrewDog will be joining Tigers as our Official Beer Partner on a long-term deal.

“They are fully committed to supporting Tigers – and the local community – 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 a number of years. They went from partners to friends and their people will always be welcome at Mattioli Woods Welford Road.”

“I can also confirm that 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.”

Chief commercial officer of BrewDog, Lauren Carrol, added” “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.”