BrewDog & Icarus launches ‘Lost FC’ to back grassroots football in nationwide campaign

BrewDog is setting out to blur the line between bar and clubhouse this year, launching its new campaign, Lost FC, with kit specialists, Icarus, that puts grassroots football at the centre of its latest nationwide campaign.

Lost FC will see 32 amateur teams across the UK receive bespoke Icarus-designed shirts, a limited-edition BrewDog Lost Lager match ball and a standing invitation to make their local Brewdog bar their post-match base.

Turn up in the kit after a game and the whole squad gets 50% off pints of Lost Lager.

It’s a simple idea, but one that taps into the heartbeat of the sport. Grassroots football isn’t polished, and it doesn’t need to be.

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Romance of the game

It’s over-hit crosses on a cold Tuesday night, the mate who shows up in odd socks, and the ritual pint afterwards.

BrewDog believes that’s exactly where the real romance of the game lives – and it wants to give those teams a home.

Each winning team will have its shirt proudly displayed in their local bar, with another shirt given to staff and one offered to fans via social media.

The shirts themselves will be built around each club’s hometown identity, with Icarus weaving local stories and landmarks into the design – something the brand has become known for.

The launch lands at a time when grassroots football is both thriving and under pressure.

Keep the community spirit alive

Around 15.7 million people took part in non-professional football in 2024, and the grassroots game is estimated to contribute roughly £15.9bn a year in social value.

Yet rising costs, overstretched facilities and a lack of resources continue to make life difficult for the backbone of the sport: the volunteers, the pub teams, the Sunday League stalwarts.

For BrewDog, offering its bars as ready-made clubhouses is a way of giving those teams a space to gather, celebrate, commiserate, and keep the community spirit alive.

“Grassroots football is where the real magic happens,” says Alice De Wend Fention, BrewDog’s Marketing Director.

“It’s chaotic, passionate and occasionally shambolic – a bit like us.

“These teams don’t need agents or stadiums, they just need a pitch, a ball and somewhere to grab a pint after. So we’re making our bars their home turf.”

Excited

Ben Clarke, Head of Marketing at Icarus Football, said: “For most people, the five-a-side team you cobbled together with a few mates means as much as the multibillion-pound club you support, so we think that your kits should reflect that.

“We have a lot of fun incorporating teams’ favourite drink or local pub carpet into their shirts, so we’re excited to partner with BrewDog to give teams across the UK the unique kit that they deserve (and pick up an encyclopaedic knowledge of local landmarks in the process)!”

Entries are now open for squads of all shapes and sizes. If you’ve got a team, BrewDog wants to hear from you. If you haven’t, there’s still time to pull one together – there’s a clubhouse waiting.

For details on how to sign up, visit: brewdog.com/pages/lostfc-bdform

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