West Ham United have launched a new bespoke lager, Claret & Brewin collaboration with official beer partner BrewDog.
The new 4.5% ABV amber lager has been created specifically for supporters. It will be available on draught at London Stadium for the club’s Premier League match against Liverpool on 30th November.
Following the fixture, a limited edition canned range will be available for purchase via BrewDog’s online store from 2nd December.
Former West Ham striker Carlton Cole was involved in the brewing process and features in the promotional campaign. He is set to serve pints to fans at the stadium ahead of the match. The collaboration follows previous activations between the two organisations, including grassroots kit donations and fan events in the United States.
Nathan Thompson, Executive Director, West Ham United, said, The launch of Claret & Brew, a bespoke beer created in collaboration with BrewDog for West Ham United fans, reflects our shared ambition to deliver bold, creative experiences for our supporters. BrewDog have shown a real commitment to our fanbase, from grassroots kit donations earlier this year to now developing a product that celebrates our club’s identity.
This partnership has been all about putting fans first. I look forward to seeing them enjoy a Claret & Brew at London Stadium on Sunday, and to the wider launch of the limited-edition cans shortly after.
Carlton Cole added, “It was great to be involved with the making of ‘Claret & Brew’, I had to make sure to give it the West Ham seal of approval, I felt the pressure to make sure I got it right for the fans, but I knew I was the man for the job! It’s brilliant to have a dedicated West Ham United beer, and I know the Claret & Blue army will raise a Claret & Brew on Sunday at London Stadium. I look forward to pouring some pints for the fans ahead of the big game against Liverpool.”
Hampshire Cricket and Utilita Bowl have agreed a new partnership with Ambassador Cruise Line.
The deal sees the operator become the official cruise line partner for the club and the Southampton venue. Under the agreement, Hampshire Cricket members and supporters will benefit from exclusive offers on a range of itineraries, including discounts on sailings from Portsmouth.
Ambassador has committed to bringing fan engagement experiences and interactive activities to Utilita Bowl throughout the season. The activation will place specific focus on the international fixtures taking place at the venue in 2026, including England Men’s IT20 against India on 11th July 2026 and the ODI against Sri Lanka on 15th September 2026. Fans attending these matches will have the chance to win a complimentary cruise.
The partnership coincides with Ambassador’s decision to operate from Portsmouth for the first time in the 2026/27 season, offering supporters access to no-fly cruises from a port located 17 miles from the stadium.
Rob Paddon, Commercial Director, Utilita Bowl, said, “We’re delighted to welcome Ambassador Cruise Line to our family of partners. Their focus on delivering great experiences and providing a warm and friendly service aligns well with what we aim to offer at Utilita Bowl. With Ambassador set to operate from Portsmouth next season, this partnership will provide real added value for our members and supporters.”
Gordon Nardini, Chief Marketing Officer, Ambassador Cruise Line, said, “We are delighted to be partnering with Hampshire Cricket, a club with a rich heritage and a reputation for delivering exceptional experiences for supporters. With Ambition making her debut in Portsmouth for the 26/27 season, the partnership feels especially well-timed. Many of our guests are passionate cricket fans and we look forward to meeting members and supporters across the season.”
The proposed global rugby series R360 has pushed back its launch date by two years to 2028.
The venture, which targets the sport’s top stars, has faced significant hurdles regarding player availability and official sanctioning.
World Rugby had raised questions regarding the event’s staging and player release, meaning ratification could not have occurred until June. Consequently, R360 has terminated contracts for players who had signed up for the initial launch planned for October 2026.
The project has faced strong opposition from established bodies. Eight leading Test nations and the British & Irish Lions have banned recruits from international duty, while the NRL has threatened 10-year bans for defectors. High-profile targets including George Ford, Fin Smith, Finn Russell, and Antoine Dupont have rejected approaches or extended existing club deals.
The delay means the series will now attempt to launch in the same year as the men’s Rugby World Cup, the first women’s Lions tour, and the inaugural Club World Cup. Scottish businessman Martin Gilbert has been appointed as chairman and investor of the project.
Mike Tindall, Board Member, R360, said, “The decision to shift our launch to 2028 is a strategic decision based on timing. Launching under compressed timelines would not meet the standards we set for R360, nor would it deliver the long-term commercial impact that the sport deserves.
“Ensuring player welfare, supporting their international ambitions, and working collaboratively with the global game remain core to our approach.
“As a Board we remain absolutely determined to bring R360 to life at full scale and with maximum global impact. We’re building something bold and new that will resonate globally – and we cannot wait to show the world in 2028.”
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