Crowd Network is partnering with BrewDog, the UK's largest independent brewer, for sponsorship of its most popular podcasts.
For the partnership, Crowd and BrewDog allocate separate BrewDog beers to each podcast, and the host drinks them on episodes of the podcast, packing them with beer cans and adorning the recording space.
The selected drinks reflect the host and content of each podcast. For example, host Geraint Thomas is calm during training, which means he is a BrewDog alcohol-free punk AF paired with Geraint Thomas Cycling Club in January.
The collaboration supports the cloud's multi-channel approach by promoting additional content opportunities, such as those featured in what Jimmy Bullard's Joe Mahler does to advance sponsorships.
The host worked with BrewDog to create social media content. Joe Marler handed out Punk IPA cans to Londoners, while Geraint Thomas left a Punk AF pack by Cardiff's Golden Post Box.
The partnership led to several live events, including the FC Bullard Christmas Party held at Vaudeville Theatre in the West End. Guests are Sean Dysch, soccer manager and musician Miles Kane.
Advances this year's Guinness Six Nations Championship, rugby hosts and England's most capped rugby players Dankor and Ben Young hosted for their love for the rugby quiz.
BrewDog has launched a new beer (beef swing oil) at Beef's Golf Club event Beef Stock 2024.
Lauren Carrol, Chief Marketing Officer at Brewdog, said of the partnership:
“By partnering with the network and the fantastic hosts of that show, we were able to reach new drinkers in fresh and innovative ways. The crowd really won us and our brand, and that understanding It led to great results.”
Steve Jones, content director for Crowd Network, added:
“The dull, Run the Mill advertising era is over. When brands work with us, we use a 360° content approach to excite and engage our audience.
“We hope to continue pushing the boundaries of brand partnerships with further collaborations in 2025.”
