The owner of Lord’s Cricket Ground, Marylebone Cricket Club (MCC) has inked a new partnership with BrewDog, the top British craft beer brand.
With this deal, the brand will become the official beer partner of Lord’s Cricket Ground starting in January 2025.
This exciting four-year deal will significantly improve Members’ and guests’ matchday experiences. It will provide a fresh, modern edge to Lord’s classic products while maintaining MCC’s commitment to sustainability and improving Member and visitor experiences.
Beginning in January, Lord’s will display a varied range of BrewDog products, allowing guests to taste a real choice of British craft beers while enhancing the selection and delivering something new each season. Low- and no-alcohol choices will also be offered, ensuring inclusion for all preferences.
BrewDog’s partnership will make matchdays at Lord’s an even more vibrant experience. In the summer, BrewDog will have control over the Food Village Upper Deck, transforming it into a craft beer heaven with a selection of BrewDog beers, as well as consumer activations around the stadium, ticket specials, and prizes to enhance the matchday experience.
Throughout the season, BrewDog will also deliver matchday cricket activations to select BrewDog pubs, such as pre-Test match breakfasts at Paddington and Waterloo locations, establishing fan centres across London and providing a taste of Lord’s hospitality.
BrewDog delivers a revolutionary approach to sustainability and creativity. BrewDog’s activities, like as its Lost Forest replanting project in Aviemore, Scotland, which covers over 9,300 acres, and its on-site anaerobic digester, which converts waste into biogas to power the brewery, connect with MCC’s sustainability aims, making them a notable partner. Their “Beer For Your Grandchildren” initiative assures that every pint poured at Lord’s contributes to a larger effort to conserve the environment.
BrewDog will also help the greater cricket community through a philanthropic fund, highlighting the brand’s commitment to community participation and the advancement of the game.
MCC Commercial Director, Andy Muggleton, said, “Partnering with BrewDog is a fantastic step forward for MCC. This collaboration not only brings a new level of quality to our bars at Lord’s but also an enhanced matchday experience, with takeovers and activations at the ground. We look forward to introducing the new line-up of craft beers, providing a refreshing, modern twist to our offering, which we’re sure will be well-received by all who visit the Home of Cricket.”
James Arrow, CEO, BrewDog plc, commented, “This is one of the most monumental achievements we could ever hope for our business. With an ambition to make as many people as passionate about great beer as we are, this partnership with Lord’s enables us to do just that, taking BrewDog to a premium mainstream audience with a full range of beer styles to suit everyone. I couldn’t be prouder of the team that pulled this together and I look forward to a long and successful relationship with this incredibly iconic venue.”