Camden Town Brewery announces ‘Give ‘em Hells’ campaign in partnership with Gilbert to support local rugby clubs both on and off the pitch.
As the Autumn Internationals come to a close, Camden Town Brewery is turning its attention to the heart and soul of rugby in the UK—its grassroots clubs. In partnership with Gilbert, the brewery has unveiled a new campaign, ‘Give ‘em Hells,’ designed to provide vital support to local rugby clubs across the country. The initiative aims to help clubs navigate challenging times both on and off the pitch, fostering stronger community connections through the shared love of rugby and beer.
The ‘Give ‘em Hells’ campaign comes at a crucial time for grassroots rugby. Over the past six years, player numbers have dropped by 23%, leaving many clubs struggling not only to maintain their rosters but also to stay financially viable. This decline, combined with the ongoing financial pressures facing rugby clubs, has placed additional strain on the community-driven organizations that form the backbone of the sport in the UK.
In response, Camden Town Brewery and Gilbert are stepping up with a comprehensive support package that will benefit clubs nationwide. The initiative includes the provision of fresh beer, new rugby balls, discounted access to TNT Sports, and other brand support—all with the goal of attracting more players to the pitch and more fans into the clubhouses.
Fred Nesbitt, Head of Marketing at Camden Town Brewery, emphasized the campaign’s broader objective. “We’re excited to announce the launch of ‘Give ‘em Hells,’ a platform we hope can help grassroots rugby clubs across the UK access fresh beer, balls, and TNT Sports access, all in the name of bringing communities together to watch more rugby,” he said. “We are really excited to be working with the iconic brand Gilbert on this campaign. Much like a good rugby team, we have a range of beers that suit all beer fans’ choices, and alongside a strong TNT Sports discount as well as new rugby balls, we hope clubs all over will be inspired to reach out and learn more so that we can give ‘em Hells ahead of the 6 Nations.”
Grassroots rugby clubs have long served as vital hubs of local life, bringing together people from all walks of life to support their teams, celebrate victories, and even watch fireworks after a local match. But the pressure on clubs is mounting. With fewer players and reduced revenue from match-day takings, many clubs are struggling to keep their doors open. For many, the local rugby clubhouse is a cherished space for socializing, but without more support, those spaces risk disappearing.
The ‘Give ‘em Hells’ campaign is designed to address these challenges head-on. By supplying clubs with fresh beer from Camden Town Brewery, clubs will be able to enhance their match-day experiences and provide a more enticing atmosphere for players and fans alike. In addition, the supply of Gilbert rugby balls—an essential piece of equipment for any club—will ensure that teams have the tools they need to play and develop talent. The discounted TNT Sports subscriptions will also help keep fans engaged with top-level rugby, ensuring that clubs remain at the centre of the sport’s wider conversation.
Gary Edmunds, Senior Marketing & Partnerships Lead at Gilbert, highlighted the importance of community-based rugby in his remarks. “We’re proud of our longstanding history in Rugby, built on the foundations of supporting the game at all levels, for over 200 years,” he said. “Grassroots and community-led rugby is at the heart of our game—it’s where your rugby journey begins and includes some of your best rugby memories. We’re delighted to be partnering with Camden Town Brewery to support grassroots rugby clubs across the UK with new balls and equipment, fresh new beer, and discounted TNT Sports subscriptions to encourage more players on to the pitch and more people into the clubhouse.”
“We hope this means that not only can clubs focus on playing the game they love, but we can also get their local communities down to support their local club games and spend more time in their local clubhouses,” Fred Nesbitt added.
The timing of the campaign is key, coming just ahead of the highly anticipated Six Nations tournament, where clubs can use the increased media attention around rugby to help drive interest and engagement within their local areas. By tapping into the collective passion for the game, Camden Town Brewery and Gilbert are hoping to create a ripple effect that encourages greater participation and support for rugby at all levels
This partnership between Camden Town Brewery and Gilbert serves as a reminder of the enduring power of rugby to bring communities together, even in the face of adversity. With support from iconic brands and a shared commitment to the grassroots game, there’s hope that local rugby clubs across the UK will continue to thrive, both on the field and off it.
