CAMDEN TOWN BREWERY BECOMES THE OFFICIAL SPONSOR OF RUGBY
A new partnership with Rugby Football Club has been announced, offering a fresh future for grassroots rugby
London, UK: Today, we at Camden Town Brewery are buzzing to announce that we’ve become the sponsors of Rugby. Today marks the beginning of our surprise new partnership with one of the most legendary grassroots rugby clubs around: Rugby Football Club, also known as the Lions.
Fresh off the back of the launch of Give Em Hells in partnership with Gilbert, this collaboration brings a fresh take on sports sponsorship (because doing things the usual way just isn’t our style), and marks our arrival in the Midlands in true Camden fashion, with a bold pitch takeover, hilarious content piece, and a proper celebration of grassroots sport.
Rugby Football Club is no ordinary club. It’s one of only three teams in the world allowed to play in full white, one of the others being the national team, and its name is literally part of the sport’s origin story. For us, supporting grassroots sport is something we have huge passion for. That’s why we’re proud to become official sponsors as part of our Give Em Hells campaign, an initiative that we launched in partnership with Gilbert to help give grassroot clubs support on and off the pitch.
To kick things off, we teamed up with turf artist John Ledwidge (affectionately known as the ‘Messi of Mowing’) and his team of pitch-painting pioneers, to unveil the partnership with a stunning visual pitch statement. Because a club with this much history deserves more than the same old boring handshake shot.
This is just the beginning of what we’ve got planned for Rugby Football Club. As part of our long-term commitment, we’re getting stuck in with real improvements, from renovating the rundown stand and repairing the old turnstiles, to supplying proper equipment across every level of the club. In fact, we’ve got bigger aspirations for this historic place, perhaps we could build a pub with a pitch in it (yes you read that right)? We know that rugby lives well beyond the white lines, and we’re here to support the community on and off the pitch.
We’re also bringing the fun. Matchday events, giveaways, community shoutouts, the works, all coming soon. Because the people behind the club deserve to feel the love, too.
Mal Malik, Chairman of Rugby Football Club, said: “It’s amazing to have the support of Camden Town Brewery, and we’re so grateful for the sponsorship that is promising to bring a smile to the club and community. We’re one of many grassroots clubs that has felt the squeeze in the past decade, and to have a vehicle to create a change to the sport up and down the country is a refreshing notion for the future.”
George Fitzroy, our Head of Marketing, added: “Last year we unveiled Give ‘Em Hells, an initiative designed to provide vital support to rugby clubs across the UK. The aim, to foster stronger community connections through the shared love of rugby and beer. Today, we’re so proud to announce ourselves as the official sponsors of Rugby Football Club, a grassroots club that is unmatched in its history. We wanted to launch a sponsorship that felt authentic and honest to our brand commitment to grassroots rugby through Give Em Hells, and we think this is the perfect fit.”
If you're part of a local grassroots club, we’d love for you to join the movement. Head to camdentownbrewery.com/pages/give-em-hells to sign up for fresh equipment, fresh beer, and discounted TNT Sports.
We’re in this for the long haul – because when grassroots wins, everyone wins.
About Camden Town Brewery
Camden Town Brewery is a leading brewery based in North London and the home of Hells Lager. Founded by Jasper Cuppaidge, the team began brewing under the railway arches in Camden in 2010 and opened a second brewery in Enfield in July 2017.
Camden Town Brewery’s core range consists of five beers including its award-winning Hells Lager. These beers are available in all major supermarkets as well as around 3,000 pubs, bars and independent retailers.
Alongside the core range, Camden Town Brewery releases small batch innovation beers under its ‘Arch 55’ series. This range allows Camden’s brewing team to try out new ideas, ingredients, techniques, and recipes which are available on the Camden webshop in limited-edition batches.
Camden also launches annual summer and winter seasonals, which have previously included Chilly, Cold IPA, Ice Cream Lager and Pina. These limited-edition beers continue to showcase the brewing team’s fresh innovation, bringing bold and innovative new flavours to the UK ahead of summer and winter each year.