Marylebone Cricket Club (MCC) is thrilled to announce a new partnership with BrewDog, the iconic British craft beer brand, who will serve as the official beer partner at Lord's Cricket Ground starting January 2025.
This exciting four-year agreement represents a significant enhancement for Members' and visitors' matchday experience. 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, ensuring visitors can enjoy a true variety of British craft beers elevating the selection and offering something new each season. Low- and no-alcohol options will also be available, maintaining inclusivity across all preferences.
Matchdays at Lord's are set to become an even more dynamic experience with BrewDog's involvement. In the summer, BrewDog will take over the Food Village Upper Deck, 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 to add to the matchday experience.
BrewDog 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.
"This collaboration not only brings a new level of quality to our bars at Lord's but also an enhanced matchday experience"
BrewDog brings with it a pioneering focus on sustainability and innovation. With 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, BrewDog aligns with MCC's sustainability goals and made them a standout partner. Their "Beer For Your Grandchildren" approach ensures that every pint served at Lord's is part of a broader effort to protect the planet.
Through this partnership, BrewDog will also support the broader cricket community through a dedicated fund for charitable initiatives, emphasising the brand's dedication to community engagement and the good 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, comments: "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."