West Ham United have announced a new partnership with BrewDog, who will now be supplying the London Stadium with their beers – but the news of this deal hasn’t gone down well with some Hammers fans.
West Ham and BrewDog Team Up In Multi-Year London Stadium Beer Deal
If you like a beer when attending the London Stadium, then like it or loathe it – BrewDog will be the brand to pick from with West Ham and the brewery signing a multi-year agreement.
This will see well-known BrewDog offerings like Lost Lager, Punk IPA, Wingman, Cold Beer, Black Heart and Hazy Jane stocked in the London Stadium fridges – not only for next season’s West Ham games, but also the upcoming summer events at the venue.
During the football close season, the stadium will play host to the London Athletics Meet in July, plus welcome Sam Fender and Iron Maiden in June, plus the Metallica world tour in July.
The BrewDog beers are expected to be on sale as soon as the Sam Fender concert, which is on Friday 6th June.
It’s not known how much the London Stadium beer costs will be at this stage. But are expected to be in line with the current Wembley beer prices which stand at around £7.85 a pint.
However, despite the deal also supporting grassroots football teams with new kits across the East London and Essex area, plus discounted beer during the pre-season games – there are many West Hams fans NOT HAPPY with the BrewDog collaboration.
WATCH: West Ham and BrewDog’s Promotional Video, Staring Former Hammer Neil Ruddock
We're proud to announce that @BrewDog will become our Official Beer Partner in a multi-year agreement! 🤝
To celebrate, BrewDog will be supporting grassroots football teams across East London and Essex by providing brand-new kits to a number of teams ahead of the new season. ⚽️
— West Ham United (@WestHam) May 28, 2025
Hammers Fans Take To ‘X’ To Share Disgust Over West Ham-BrewDog Beer Partnership
Some West Ham fans and also Newham Trades Council are pointing to BrewDog’s poor past reputation of falling foul of workers’ rights many times over the last decade.
While in a recent BBC documentary their former CEO James Watt was alleged to have made sexual misconduct actions towards staff.
BrewDog have also previously been named at the TUC’s ‘Bad Employer Of The Month’ after they withdrew their commitment to a living wage leading company.
Plus, others have taken to ‘X’ to remind West Ham that the BrewDog owner in the past tried to abolish working rights, maternity leave and put everyone on zero-hour contracts.
Which led to one Hammers fan saying he’s ‘giving up his season ticket’ and others questioning the ethics behind the link up.
With Newham Trades Council also asking the question if more local breweries – that are ‘living wage accredited’ – like the Five Points Brewery and Hackney Brewery were considered before the West Ham/BrewDog partnership was done.
In contrast, the council did add they support the supplying of new kits to clubs in the area as part of this partnership.
But did end their statement by saying “Once again, it feels like one step forward, two steps back.”
Newham Trades Council Release Statement On The West Ham BrewDog Deal
https://twitter.com/OisinMul_/status/1927697618387308966
West Ham Combat The BrewDog Criticism By Offering Free Kits and Discounted Beer
Despite some disgust amongst West Ham fans with the BrewDog deal – the partnership does have some positives.
These include supplying free new football kits to local clubs, plus offering discount beers at selected events throughout the year.
West Ham and BrewDog Officials Commented On The Deal
Nathan Thompson, West Ham’s Executive Director said: “We are pleased to announce our partnership with BrewDog, a brand that has demonstrated a strong and innovative commitment to maximising the value of this partnership. Not only for our matchday supporters, but also for our wider fanbase across the UK and internationally.
“At West Ham United, we take great pride in our progressive and collaborative approach to partnerships, and BrewDog is an ideal fit to help us deliver bold, engaging activations that resonate with our fans next season.
“Over the coming weeks and months, supporters can look forward to a range of exciting benefits, including complimentary and discounted pints across BrewDog’s venues. I’m also particularly looking forward to seeing the progress of the grassroots teams supported through this partnership throughout the season.”
Lauren Carrol, BrewDog’s Chief Operating Officer added “At BrewDog, we’re all about bringing people together through great beer and shared passion – and partnering with West Ham United is a perfect reflection of that.
“This collaboration goes beyond serving our iconic headliners; it’s about supporting the game at every level. From kitting out grassroots teams in east London and Essex to enhancing the fan experience at the stadium and in our bars.”
London Stadium Events (June-July 2025)
- June 6th – Sam Fender
- June 28th – Iron Maiden
- July 3rd – Metallica World Tour
- July 5th – Metallica World Tour
- July 19th – London Athletics Meet 2025
