Everards disappointed as Leicester Tigers deal ends

Everards has expressed disappointment after its long-standing partnership with Leicester Tigers came to an end, bringing a 30-year association between the Leicestershire brewery and the Prem club to a close.

Everards and Leicester Tigers end 30-year partnership

The brewery has been closely associated with Leicester Tigers for three decades, with its flagship Tiger ale becoming a familiar part of matchdays at Mattioli Woods Welford Road.

However, Leicester announced recently that BrewDog will become the club’s official beer partner from the beginning of the 2026-27 season under a new five-year agreement.

The change means Everards’ Tiger ale will no longer be served at the stadium once the new partnership takes effect.

BrewDog becomes Leicester Tigers beer partner

BrewDog’s agreement will cover lager, craft beer, ale and alcohol-free products at Welford Road.

The partnership will also introduce a new Leicester Tigers-branded 1880 Ale, alongside a dedicated Punk IPA stadium bar and other matchday activations.

Everards remains committed to Tigers supporters

Everards chairman Julian Everard said the company was proud of its three-decade association with Leicester Tigers but acknowledged disappointment at not securing a new agreement.

He stressed that the brewery remains a supporter of the club and wished Leicester success for the season ahead.

Tigers fans will still be able to drink Tiger ale at Everards pubs across Leicestershire and at the brewery’s Beer Hall.

"We're incredibly proud of our association with Leicester Tigers over the past three decades," he said.

"While we're naturally disappointed not to have secured a new partnership agreement, we remain passionate supporters of the club and wish everyone at Leicester Tigers every success for the season ahead.

"We look forward to welcoming Leicester Tigers supporters to all our pubs and beer hall to continue to celebrate our wonderful local rugby team and our amazing local communities."