An English rugby club has doubled down on its relationship with BrewDog, confirming the Scottish brewer will proudly continue as a key commercial partner despite the noise surrounding the brand in recent months. The decision keeps BrewDog at the heart of the club’s matchday experience and signals a clear show of faith in a company that has rarely been out of the headlines.
A BrewDog spokesperson said: “We’re proud to continue our partnership with St.Helens, one of the most respected clubs in rugby league with an incredibly passionate fan base and deep community roots. As BrewDog moves forward with the support of Tilray Brands UK, this partnership reflects the values we share, supporting our communities, celebrating our fans, and building brands that bring people together.” The renewed deal means BrewDog remains the club’s principal beer partner and the name above the door at The BrewDog Stadium, ensuring the brand is impossible to miss on game day.
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From pouring rights across concourses and bars to visibility on the neck of first team and replica shirts, supporters will be drinking and watching under BrewDog’s banner for the foreseeable future. Club figures are keen to stress this is more than a simple sponsorship extension, framing it instead as a long‑term alliance built on shared ambition and a belief that BrewDog can deliver for fans.
Dave Hutchinson, General Manager of St.Helens R.F.C., added: “The Club are delighted to continue our partnership with BrewDog. We said back in October (2025) that this partnership was about a shared ambition, quality and community spirit, and this is still very much the case. As BrewDog enters this exciting new chapter under Tilray Brands UK Ltd, we look forward to continuing to work together and explore new opportunities to deliver great experiences for our fans and the wider St Helens community.” The partnership is set to fuel further community‑focused work through the club’s community foundation, with both sides eager to show the benefits are felt beyond the stadium turnstiles.
For BrewDog, the continuation with one of English rugby league’s most storied sides offers a powerful platform at a time when every move is closely scrutinised. The brewer is leaning into live sport and fan culture as it looks to steady the ship and reconnect with drinkers, positioning this club as a flagship partner in its sports strategy. Against a backdrop of industry chatter and consumer debate, the decision to stay the course with BrewDog adds a touch of theatre to the 2026 season, with the partnership certain to be watched as closely off the pitch as events on it.
