In a landmark move, BrewDog has announced its new partnership with Marylebone Cricket Club (MCC) to be the Official Beer Partner at Lord’s Cricket Ground, in a four-year deal which starts early in the new year.
This significant partnership sees the ground become the first sports venue in the UK to hand over its taps to a craft beer brand.
The brewer will make its mark at the venue, displaying its bold and playful personality across every bar. With a full activation plan currently in progress, including a craft beer terrace takeover, which will be the biggest and best craft beer bar in UK sport.
The deal incorporates a comprehensive range of BrewDog beers, all brewed in Britain, and will see over 450 draught taps pouring the likes of Punk IPA, Hazy Jane and Lost Lager. With a capacity of 31,000 and nearly 60 days of cricket, Lord’s serves around 750,000 pints, across the year.
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 pop-ups at the ground, as well as event benefits and discounts for Members. 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.”
