For decades, the connection between British football and beer has been undeniable, deeply woven into the fabric of matchday culture. Now, a new strategy is emerging: instead of simply advertising, beer companies are forging deeper partnerships by becoming official sponsors, and in some cases, even buying into the clubs themselves. This approach aims to build brand loyalty and directly tap into the passionate fan base that surrounds these teams.
The English Premier League (EPL), with its global reach of approximately 900 million homes across 189 countries, presents a lucrative marketing platform for alcohol brands. Many beer brands have already recognized this potential and established marketing agreements with various clubs. For instance, Tiger Beer has partnered with Tottenham Hotspur as their 'official international beer partner', joining Manchester United on Tiger's soccer marketing roster. Similarly, BrewDog has secured a multi-year agreement with West Ham United, making its beers available at the London Stadium. Molson Coors has also become Chelsea's Official Beer Partner, bringing Carling to Stamford Bridge and Kingsmeadow. Guinness has replaced Budweiser as the official beer of the Premier League in a four-year agreement that began with the 2024/2025 season.
These partnerships go beyond just stadium sales. They often involve collaborative marketing campaigns, fan engagement activities, and upgrades to stadium facilities. Molson Coors, for example, is investing in an upgrade to Frankie's, Chelsea’s sports bar and grill at Stamford Bridge. BrewDog's collaboration with West Ham is focused on transforming the stadium into a "next-level destination for fans". Athletic Brewing Co., a non-alcoholic brewery, has partnered with Arsenal, serving its Run Wild IPA at the Emirates Stadium and investing in marketing campaigns featuring the team's players.
The impact of football on beer sales is significant. During the Euro 2024, beer sales in the UK surged, with an average increase of 13% on days when the England team played. Pubs experienced a surge in pints pulled on England match days. Furthermore, the increasing popularity of no and low-alcohol options has also been noted, with sales soaring during match days, reflecting a growing trend towards moderation among fans.
However, there are some regulations and considerations. Some football clubs have restrictions on alcohol consumption within the stadium, such as not allowing it in the stands. Responsible drinking is also a key focus, with brands like Guinness promoting their non-alcoholic options.
Ultimately, the strategy of aligning with football teams appears to be a winning formula for beer brands in Britain. By tapping into the passion and loyalty of football fans, these companies are not only boosting sales but also building brand recognition and creating lasting connections with consumers. The beautiful game and a cold pint continue to be a winning combination, both on and off the pitch.
