Summary

AEW has announced a new partnership with Bell’s Brewery Two Hearted IPA tied to the Worlds End pay-per-view on Saturday, December 27 at NOW Arena in Hoffman Estates, Illinois.

According to the announcement, Two Hearted IPA will be featured throughout the event with branding across selected marketing, in-venue presentation, and AEW’s digital platforms. AEW also said the deal will include co-branded creative, fan engagement elements on site during pay-per-view weekend, and appearances by AEW talent.

Worlds End will air live on pay-per-view and stream live on HBO Max pay-per-view.

Bell’s Brewery and the Worlds End weekend presentation

The clearest takeaway for fans is that AEW is folding Bell’s Brewery directly into the Worlds End experience rather than limiting the deal to a simple logo placement. With on-site fan engagement and talent appearances attached to the partnership, the promotion is positioning the pay-per-view weekend as a broader live-event package around the show itself.

It also gives Worlds End another layer of branding across the arena and AEW’s digital promotion. That matters because the announcement specifically ties Bell’s Two Hearted IPA to event marketing, the in-building presentation, and the weekend rollout surrounding the pay-per-view.

Sources

As reported by AEW Press Releases.