BrewDog Secures Naming Rights for st Helens’ Langtree park Stadium
St Helens’ home ground,formerly known as the Totally wicked Stadium,has been officially rebranded as The BrewDog Stadium. This conversion follows the announcement of a substantial ten-year partnership between the Super League club and the renowned Scottish beer company, BrewDog. The deal marks a significant shift for the stadium and signals an expanded collaboration beyond just branding.
A Comprehensive Partnership
The agreement encompasses not only the stadium’s naming rights but also extends too the North Stand, which will also bear the BrewDog name. Furthermore, BrewDog will feature as the back-of-shirt sponsor for the St Helens team. Beyond the visible branding, the collaboration aims to implement several community initiatives.
These initiatives will be jointly developed by St Helens and BrewDog, with a particular focus on projects managed through the Saints Community Advancement Foundation.This emphasis on community engagement highlights a shared commitment to supporting the local area and its residents.
Recent performance and Leadership Changes
St Helens concluded the 2025 Super League season in fifth position, securing a place in the end-of-season play-offs. Despite a strong showing, the team was ultimately eliminated in the semi-final stage by Hull KR, who went on to win the Grand Final. Following the conclusion of the 2025 campaign, Paul Rowley, previously the head coach of Salford Red Devils, was appointed to lead St Helens into the future, taking over from Paul wellens.
Did You Know? Stadium naming rights are a major revenue stream for sports clubs, contributing significantly to their operational budgets and allowing for investment in player development and facilities.
| Stadium Detail | Previous Name | New Name | Partnership Length |
|---|---|---|---|
| Main Stadium Name | Totally Wicked Stadium | The BrewDog Stadium | 10 Years |
| North Stand Name | N/A | brewdog Stand | 10 Years |
| Back-of-Shirt Sponsor | Previous Sponsor | BrewDog | 10 Years |
Pro Tip: Keep an eye out for potential fan experiences and promotions tied to the BrewDog partnership, as these deals often include exclusive offers and opportunities for supporters.
The growing trend of beverage companies sponsoring sporting venues demonstrates a strategic shift toward enhancing brand visibility and fostering community connections. What impact do you think this partnership will have on the fan experience at St Helens games?
Will this new partnership provide a significant boost to the team’s performance and community outreach initiatives?
The Rise of Stadium Naming Rights
The practise of selling stadium naming rights has become increasingly prevalent in professional sports over the past few decades. Initially, it was more common in North American markets, but the trend has since spread globally. According to a 2023 report by Front Office Sports,the average value of a major stadium naming rights deal now exceeds $7 million annually. This revenue stream is crucial for teams to fund infrastructure improvements, player acquisitions, and community programs. The long-term benefits extend beyond financial gains, enhancing brand recognition for both the team and the sponsoring company.
Frequently Asked Questions about the Stadium Naming
- What prompted the stadium’s name change?
- The name change is the result of a new 10-year partnership between St Helens and BrewDog.
- What does the BrewDog partnership include besides naming rights?
- It includes naming rights for the North Stand and back-of-shirt sponsorship.
- What is St Helens’ recent performance in the Super League?
- St Helens finished fifth in the 2025 Super League table and reached the semi-finals of the play-offs.
- Who is the new head coach of St Helens?
- Paul Rowley took over as head coach following the 2025 campaign.
- How will the community benefit from this partnership?
- The partnership will fund initiatives through the Saints Community Development Foundation.
What are the key financial benefits St helens R.F.C. expects to gain from the BrewDog Stadium naming rights deal?
St Helens announces Decade-Long Stadium Naming Partnership with Craft Beer Giant BrewDog
The Deal: A New era for totally Wicked Stadium
St Helens R.F.C.has today, October 20th, 2025, announced a landmark stadium naming rights partnership with Scottish craft beer powerhouse, BrewDog. The agreement, spanning ten years, will see the home of the Saints rebranded as the “BrewDog Stadium.” This represents a notable financial injection for the club adn a bold move into sports sponsorship for the rapidly expanding brewery.The financial details of the deal haven’t been publicly disclosed, but industry analysts estimate the partnership to be worth a substantial seven-figure sum annually. This is a major win for super League sponsorship and stadium revenue.
Why BrewDog? A Strategic Alignment
The choice of BrewDog as a naming rights partner isn’t accidental. several factors contribute to the synergy between the two brands:
* Shared Values: Both St Helens R.F.C. and brewdog champion community engagement and a rebellious spirit.BrewDog’s ethos of challenging convention aligns with the Saints’ proud history and passionate fanbase.
* Target Audience Overlap: A significant portion of both the Saints’ supporter base and BrewDog’s consumer demographic fall within the 25-45 age range, creating a natural cross-promotional opportunity.
* Brand Visibility: The BrewDog Stadium provides unparalleled brand exposure for the brewery, reaching a large and engaged audience at every match and event. This is a key component of their marketing strategy, expanding beyond pubs and retail outlets.
* Growth Potential: BrewDog’s continued expansion within the UK and internationally makes them a dynamic and forward-thinking partner for the club.
Impact on Fans: what to Expect at the BrewDog Stadium
Fans can anticipate several changes and enhancements at the stadium over the coming months:
* BrewDog Bars & Concessions: Dedicated BrewDog bars will be integrated throughout the stadium, offering a wide selection of their craft beers, alongside customary stadium fare. Expect exclusive match-day brews.
* Enhanced Fan Experiences: BrewDog plans to sponsor pre-match entertainment and fan zones, creating a more vibrant and engaging atmosphere.
* Community Initiatives: Joint initiatives between St Helens R.F.C. and BrewDog will focus on supporting local community projects and promoting responsible alcohol consumption.
* Stadium Branding: A phased rollout of BrewDog branding will be implemented across the stadium, including signage, digital displays, and stadium naming rights on all official materials.
BrewDog’s Expanding Sports Sponsorship Portfolio
This isn’t BrewDog’s first foray into sports sponsorship. The brewery has previously partnered with several sporting events and teams, including:
* World surf League: A multi-year partnership showcasing their brand to a global audience.
* Various Cycling Teams: Supporting grassroots and professional cycling events.
* Local Sports Clubs: Investing in community-level sports initiatives across the UK.
the St Helens R.F.C. deal represents a significant escalation in their sports marketing strategy, demonstrating a commitment to long-term brand building through strategic partnerships. This move positions BrewDog as a serious player in the sports sponsorship landscape, competing with established brands like Heineken and Carlsberg.
The Financial Implications for St Helens R.F.C.
The revenue generated from the BrewDog Stadium naming rights will be crucial for the club’s future advancement. Funds will be allocated to:
- player Recruitment: Strengthening the squad and attracting top talent to compete at the highest level.
- Stadium Improvements: Investing in upgrades to the stadium facilities, enhancing the fan experience.
- Youth Development: Supporting the club’s academy and nurturing the next generation of rugby league stars.
- Community Programs: Expanding the club’s outreach programs and engaging with the local community.
This financial stability will allow St Helens R.F.C. to continue its success on and off the field, solidifying its position as a leading Super League club. The deal also sets a precedent for other Super League clubs seeking lucrative stadium naming rights partnerships.
Super League Sponsorship Trends & Future Outlook
The BrewDog-St Helens partnership highlights a growing trend in Super League: the increasing importance of sponsorship revenue.Other recent deals include:
* Hull Kingston Rovers & Smith & Nephew: A significant partnership focused on healthcare innovation.
* Warrington Wolves & TalkTalk: A technology-focused sponsorship deal.
