BrewDog named principal club partner at St Helens RFC

BrewDog has been appointed principal club partner at St Helens Rugby Football Club in Merseyside.

 

The pub group and brewer has entered a 10-year contract with the stadium, starting from the 2026 season.

 

It has also secured stadium naming rights, which means the ‘home of the Saints’ will be renamed as the BrewDog Stadium.

 

The agreement has also led to the refurbishment of the current Red V Bar in the South Stand into a BrewDog bar.

 

BrewDog has committed to collaborating with the Saints on a number of community-focused initiatives to support the local area.

 

Stuart Harrison, chief sales officer at BrewDog, said: “The partnership with St Helens isn’t just about getting great beer to great fans on matchday, it’s about creating brilliant experiences for fans and giving back to the St Helens community that supports the club week in, week out. Being a season ticket holder for the last 25 years myself, I am looking forward to the BrewDog Stadium opening its doors under a new name, creating a matchday experience that the fans of St Helens, want, expect and deserve.” 

 

Eamonn McManus, chairman of St Helens RFC, added: “Having an international brand and business like BrewDog join Saints on a long-term agreement highlights the club’s continued commercial growth, and we are thrilled to have them on board.”

 

It comes after BrewDog entered a four-year deal with the owners of Lord’s Cricket Ground in London’s St John’s Wood, the Marylebone Cricket Club (MCC), in January.

 

The official beer partnership marked BrewDog’s first entry into sporting venues in this capacity.

 

BrewDog hit headlines in July after closing 10 bars, including its Aberdeen flagship, with chief executive James Taylor blaming challenging market conditions.

 

The business is now on its third chief executive in just over a year since founder James Watt stepped back from the role in May 2024.

 

Terms of the St Helens RFC deal were not disclosed.