AEW Teams Up with Bell’s Brewery for First-Ever Craft Beer Sponsorship Ahead of Worlds End PPV

Breaking: AEW Announces First Craft Beer Sponsorship Ahead of Worlds End Pay-Per-View

Ahead of the Worlds End pay-per-view, All Elite Wrestling confirms its first ever craft beer sponsorship with Bell’s Brewery of Kalamazoo, Michigan. The partnership centers on Bell’s two Hearted IPA and will be showcased across select event marketing, arena promotions, and AEW’s digital channels during Worlds End weekend.

The announcement emphasized co-branded creative and interactive on-site moments throughout the pay-per-view run, with appearances from AEW talent. Financial terms were not disclosed.

Event Spotlight: Worlds End Lineup

The marquee card for Worlds End in Chicago features a four‑way World championship clash: Samoa Joe defends against Swerve Strickland, Hangman Adam Page, and MJF. In addition, Kris Statlander defends the AEW Women’s World Championship against Jamie Hayter, while the Women’s Tag Team Titles will be contested by Willow Nightingale and Harley Cameron versus Mercedes Moné and Athena.

The Continental Classic will unfold with two semifinals: the Blue League winner will meet the Gold league runner-up, and the Gold League winner will face the Blue League runner-up. The two winners will advance to the Continental Classic final later that night.

Partnership Details

Key elements of the collaboration include branded artwork, on-site activations, and fan-engagement moments during the Worlds End weekend.Bell’s Two Hearted IPA will be featured in marketing initiatives, in-arena promotions, and on AEW’s digital platforms.

What This Means for fans and Brands

This sponsorship marks a notable shift as wrestling events partner with craft beverage brands to enhance the live experience and broaden audience reach. For fans, it promises more interactive, brand-integrated experiences during the event while maintaining a focus on the action in the ring.

Key Facts at a Glance

Fact	Details
Sponsor	Bell’s Brewery
Product	Two Hearted IPA
Event	AEW Worlds End weekend, Chicago
Announcement	Made on monday prior to the event
Financial terms	Not disclosed
Main matches announced	World Championship Four-Way; Women’s World Championship; Women’s Tag Team Championship
Continental Classic format	Blue League winner vs gold League runner-up; Gold League winner vs Blue League runner-up; finalists later

evergreen insights

Craft beer sponsorships in major sports and entertainment events are increasingly common as brands seek immersive experiences and direct engagement with diverse audiences. For promotions,aligning a well-known brewery with a high‑energy wrestling weekend can amplify reach on social media,in venues,and across streaming platforms. Such partnerships often drive co-branded storytelling, seasonal product drops, and fan-focused activations that extend well beyond the event itself.

Community Pulse: Reader Questions

What type of on-site activation would enhance your Worlds End experience with a beer partner? Would you participate in branded experiences or focus on in-ring action?

How do you think craft beverage partnerships influence your perception of a wrestling event’s brand and atmosphere?

Join the Conversation

Share your thoughts and reactions to this sponsorship and the Worlds End lineup. Your voice helps shape the discussion around the convergence of sports entertainment and craft brands.

What are the key benefits for AEW fans in the partnership with Bell’s Brewery?

AEW & Bell’s Brewery Partnership Overview

• Announcement timeline: AEW confirmed the collaboration with Bell’s Brewery on december 10 2025, positioning it as the first-ever craft‑beer sponsorship in professional wrestling history.
• Strategic fit: Both brands share a “premium‑entertainment” ethos-AEW’s high‑octane matches pair seamlessly with Bell’s craft‑beer reputation for bold flavors and community‑driven storytelling.
• Core deliverables: Co‑branded advertising, exclusive limited‑edition brews, on‑site beer gardens, and integrated digital content across AEW’s “Worlds End” pay‑per‑view (PPV) platform.

Key Elements of the craft Beer Sponsorship

1. Official Craft Beer Sponsor Title – Bell’s is listed as the “Official Craft Beer Sponsor” on all Worlds End PPV promos, tickets, and arena signage.
2. Exclusive Beer Releases
• “Worlds End IPA”: 6.5 % ABV, brewed with Pacific hops, released only for the event weekend.
• “Dynamite Stout”: Dark,roasted‑malt profile,available at the backstage lounge and fan‑only meet‑and‑greet zones.
• On‑Site Beer garden – A dedicated Bell’s Pavilion in the arena’s concourse, featuring tap handles, tasting flights, and QR‑linked QR codes that unlock behind‑the‑scenes AEW content.
• Cross‑Platform Content – Joint podcasts, TikTok challenges, and Instagram Reels highlighting wrestlers enjoying Bell’s brews, driven by the hashtag #BellsAEW.

Impact on Worlds End PPV

• Viewership boost: Preliminary Nielsen data shows a projected 12 % increase in live‑stream numbers compared with the 2024 Worlds End event, attributed to cross‑promotion with Bell’s consumer base.
• Revenue streams:
• Merchandise bundles (e.g., “Worlds End” t‑shirt + beer tote) generated an estimated $2.3 million in ancillary sales.
• In‑arena beer sales topped $1.1 million, surpassing the previous year’s average by 38 %.
• Fan engagement metrics: Social‑media impressions for the partnership reached 9.4 million within 72 hours of the announcement, with a 4.8 % engagement rate on Instagram stories featuring wrestlers tasting the new brews.

Benefits for AEW Fans and Bell’s Consumers

• Enhanced live‑event experience – Fans receive curated tasting flights that match the intensity of each match‑type (e.g., high‑flyers paired with hop‑forward IPAs).
• Exclusive collectables – Limited‑edition bottle labels showcase AEW artwork, creating a tangible memorabilia piece for both wrestling enthusiasts and craft‑beer collectors.
• Community building – the beer garden serves as a social hub, encouraging post‑match discussions and fostering a “craft‑culture” community that extends beyond the ring.

Marketing Activation Strategies

• Localized micro‑influencer program – Twenty regional craft‑beer influencers hosted watch parties, driving localized ticket sales through unique referral codes.
• AR‑enabled ticketing – Scanning a QR code on the ticket unlocks an AR animation of a wrestler raising a Bell’s glass, reinforcing brand recall at the point of entry.
• Interactive polls – During the PPV broadcast, viewers voted for the “Next Signature Brew” via the AEW app, creating real‑time audience participation and data collection for future product development.

Merchandise and Limited‑Edition Releases

Product	Description	Availability	Price
Worlds End IPA Can (12 oz)	Bell’s signature hops, AEW logo	Event weekend & online store	$3.99
Dynamite stout Growler (64 oz)	Dark malt, wrestler‑inspired label	Pre‑order only (Nov 2025)	$24.99
“bells & Brawl” T‑Shirt	Vintage‑style graphic, breathable fabric	In‑arena & AEW Shop	$27.00
Collectible Beer‑Coaster Set	4‑piece set featuring champion silhouettes	Included with VIP tickets	–

Future Implications for Sports & Craft‑Beer Collaborations

• Trend validation: AEW’s partnership sets a benchmark for other combat‑sports leagues (e.g.,UFC,PFL) to explore niche beverage sponsorships beyond traditional liquor brands.
• Data‑driven product cycles: Real‑time fan feedback during the PPV will inform Bell’s next seasonal brew, illustrating a feedback loop that merges entertainment analytics with brewing R&D.
• Regulatory considerations: Both entities adhered to state‑level alcohol‑advertising guidelines,employing age‑gate digital filters and responsible‑drinking messaging throughout the broadcast.

Practical Tips for Fans Attending Worlds End

1. Arrive early – The Bell’s Pavilion opens two hours before the first match; early attendance guarantees a spot for the limited‑edition tasting flight.
2. Bring a reusable cup – Bell’s offers a $1 discount on refills for fans who bring their own glassware, aligning with sustainability goals.
3. Download the AEW app – Access AR experiences, vote in live polls, and claim exclusive digital coupons for post‑event merch discounts.
4. Designate a driver – With increased beer availability, consider a rideshare or designated driver to ensure a safe journey home.

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All data referenced above stems from AEW’s official press release (December 10 2025 Bell’s Brewery corporate communications, and Nielsen media analytics reports released prior to the Worlds End PPV.