Retired Star Alex Goode Makes Surprise Comeback in Lower-League Rugby

The brewery’s latest initiative took over Webb Ellis Road in the town of Rugby this past weekend, as hundreds of fans turned out for a community matchday to remember. The event included “Rugby’s biggest round,” with Camden offering a free pint to every supporter who came down to back the local side — a generous gesture that went down as well as the beer itself.

The feel-good energy flowed both on and off the pitch. In the changing rooms, former Wales captain and motivational powerhouse Scott Quinnell delivered a thunderous pre-match speech that had players and fans alike ready for action.

And the surprises didn’t stop there. Every new season needs a star signing, and this one came straight out of left field — or rather, out of retirement. Former England and Saracens stalwart Alex Goode laced up his boots once more for a one-game cameo, showing flashes of his trademark class as he helped set up several well-worked Rugby FC tries.

Despite the free-flowing pints, the day was a huge success for the club, with all ticket proceeds going toward much-needed infrastructure upgrades — including plans for new floodlights and improved facilities around the ground.

This event marks just the beginning of Camden Town Brewery’s long-term commitment to Rugby Football Club. The partnership will help restore the historic ground, refurbish the ageing stands and turnstiles, and provide proper kit and equipment across every level of the club.

George Fitzroy, our Head of Marketing, added: “Last year we unveiled Give ‘Em Hells, an initiative designed to provide vital support to rugby clubs across the UK. The aim, to foster stronger community connections through the shared love of rugby and beer. We’re so proud to announce ourselves as the official sponsors of Rugby Football Club, a grassroots club that is unmatched in its history. We wanted to launch a sponsorship that felt authentic and honest to our brand commitment to grassroots rugby through Give Em Hells, and we think this is the perfect fit.”

If you're part of a local grassroots club, we’d love for you to join the movement. Head to camdentownbrewery.com/pages/give-em-hells to sign up for fresh equipment, fresh beer, and discounted TNT Sports.

We’re in this for the long haul – because when grassroots wins, everyone wins.