Featured image credit: MCC
Scottish brewery BrewDog has signed up as the new official beer partner at Lord’s Cricket Ground, with CEO James Arrow stating the deal marks “one of the most monumental achievements we could ever hope for our business”.
The four-year contract with Marylebone Cricket Club (MCC), owner of Lord’s, is set to commence in January, with BrewDog replacing Carlsberg Marston’s in the role. In August 2019, Marston’s Beer Company agreed a five-year extension to a partnership that began in 2008.
The MCC said its new deal with BrewDog represents a “significant enhancement” for members’ and visitors’ matchday experience, adding it will provide a “refreshing, modern twist” on Lord’s iconic offerings while upholding MCC’s commitment to sustainability and enhancing member and guest experiences.
Starting in January, Lord’s will feature a diverse range of BrewDog products, while matchdays are set to be enhanced. In the summer, BrewDog will take over the Food Village Upper Deck at Lord’s, transforming it into a “craft beer haven” pouring a variety of BrewDog beers as well as customer activations around the ground, ticket offers and giveaways.
The company will also bring matchday cricket activations to select BrewDog pubs during the season, with events like pre-Test match breakfasts at Paddington and Waterloo locations, creating fan hubs around London and offering a taste of Lord’s hospitality.
The MCC said BrewDog’s focus on sustainability and innovation made it a “standout partner”. These include initiatives like its Lost Forest reforestation project in Aviemore, Scotland, covering over 9,300 acres, and its on-site anaerobic digester that transforms waste into biogas to power the brewery.
Meanwhile, BrewDog’s ‘Beer For Your Grandchildren’ approach ensures that every pint served at Lord’s is part of a broader effort to protect the planet. Through the partnership, BrewDog will also support the broader cricket community through a dedicated fund for charitable initiatives.
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.”
Arrow added: “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.”
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