Doom Bar

Doom Bar join the Ospreys as Premium Partner

On the eve of the 2022/23 United Rugby Championship kickstarting, Ospreys are delighted to announce a new premium partner onto the back of the Ospreys famous shirt.

Doom Bar. The best-selling cask ale in the UK.

With the ink still wet, Ospreys and Doom Bar have signed a 2-year partnership deal, marking the next steps of their journey together.

And just like any great partnership, they’ll do so much more together.

Ospreys will bring the Doom Bar brand closer to their supporters, families, and commercial partners whilst Doom Bar plan to support Ospreys events, helping them expand their reach and commercial network.

To kick off the season, the Ospreys players will sport the Doom Bar logo on the back of their shirts, as they head out onto the Parc y Scarlets pitch for the opening match against local rivals Scarlets tomorrow.

As supporters of the Ospreys, Doom Bar will utilise the partnership to spread the cask and bottled ale love far and wide over the next 24 months, appearing on players’ home, away and European shirts, as well as pitch side during home URC games and featuring on pre- and post-match press interview backdrops.

Doom Bar will be a key partner at End of Season dinners and golf days, helping the club celebrate the season and creating commercial opportunities where the club can mobilise Doom Bar’s stakeholder network including bar, restaurant, and club owners. The intention that the Ospreys brand will sit firm and centre in the hearts of Doom Bar drinkers across the nation, enabling the club to develop and nurture deep-rooted connections with community-focused business owners near and far.

Reiterating the significance of the deal, Diane Rees, Regional OnTrade Director for Molson Coors added: “With values of dedication, commitment, precision and teamwork shared between the brewers of Doom Bar and The Ospreys, this partnership is the perfect fit. Doom Bar has always had a strong association with rugby, from being proud supporters of grass roots teams in Cornwall and beyond, to sponsoring the British & Irish Lions in 2017. Everyone is delighted with this new partnership with Ospreys and will be excited to cheer on the team in their new Doom Bar shirts.”

Brewed by Sharp’s Brewery and founded over 18 years ago in the Cornish fishing village of Rock, the Doom Bar pint is a balanced, lightly roasted malt ale. Named after a treacherous sandbar on the Camel Estuary, revered as a formidable challenge to seafarers, to be approached with respect, fortitude and skill. Just as the pitch will be by the Ospreys this weekend!

You’ll find the exceptional taste of Doom Bar available on match days at as well as making guest appearances at various pop ups throughout the season. Details of where and when to follow.

Ospreys Commercial Director, Anthony Cole-Johnson added: “We’re delighted to welcome Doom Bar into the Ospreys family.  Not only is Doom Bar a fantastic ale, and market leader, but it gives us the opportunity to enhance our relationship with our friends at Molson Coors over the next 2 years. Personally, it’s been a pleasure working with Diane and Tina to make this partnership happen. Knowing how keen they were to extend the support of Molson Coors in the mammoth season ahead, cemented our belief that this would be the perfect pairing. We can’t wait to see the Doom Bar logo on our iconic shirt as we take on the Scarlets this weekend.”

The players are ready, pitch and stands prepped, floors swept, and the bars stocked. 


Doom Bar