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The Marylebone Cricket Club (MCC) has entered into a multi-year agreement with Asahi UK, appointing the brewer as the official beer partner and supplier at Lord’s Cricket Ground from the 2026 season.
The partnership grants Asahi UK exclusive pouring rights across Lord’s during all professional fixtures, representing a strategic overhaul of MCC’s food and beverage operations. The move is aimed at enhancing the matchday experience for the venue’s 500,000-plus annual visitors while aligning with broader trends in premiumisation across global sports venues.
Supporters will have access to an expanded and curated portfolio, including Peroni Nastro Azzurro, Peroni Nastro Azzurro 0.0%, Meantime craft beers, and Fuller’s range featuring London Pride and Frontier lager. The inclusion of low- and no-alcohol options reflects shifting consumer behaviour and the growing demand for more inclusive beverage choices within stadium environments.
Robert Lawson, Chief Executive & Secretary of MCC, said, “We are delighted to welcome Asahi UK as our new Official Beer Partner at Lord’s. Throughout the tender process, Asahi showed a clear understanding of what makes Lord’s unique and a commitment to elevating the experience for our Members and visitors.
“The quality and breadth of their portfolio, combined with their operational expertise, made them the outstanding choice. We are particularly pleased to see the return of London Pride, a favourite for many at the Ground. This partnership ensures we can continue delivering an exceptional food and beverage experience during what promises to be another memorable season at the Home of Cricket.”
Robert Hobart, Marketing Director for Asahi UK, added, “Partnering with MCC at Lord’s presents a unique opportunity for Asahi UK to showcase our premium portfolio at one of the most iconic venues in world sport. From a crisp Peroni Nastro Azzurro to locally brewed favourites from Fuller’s and Meantime, as well as high-quality non-alcoholic options, we look forward to helping create many memorable moments for fans at the Home of Cricket.”
As part of the collaboration, MCC will launch its first proprietary ale, “Old Father Time,” a 4.1% brew developed with Asahi and selected by Members. Available in Members’ areas, the product introduces a new layer of exclusivity within the club’s hospitality offering.
The deal signals MCC’s intent to modernise its commercial model, using enhanced food and beverage experiences to drive engagement and unlock incremental revenue beyond traditional matchday streams.
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