Arsenal Partners with Athletic Brewing for Non-Alcoholic Beer

Athletic Brewing Company has announced a groundbreaking partnership with Arsenal, marking the English soccer team's first official nonalcoholic beer sponsor. The collaboration will see Athletic Brewing's Run Wild IPA served at Emirates Stadium during both men's and women's matches. In exchange, Athletic Brewing plans to launch a comprehensive marketing campaign and various promotions to engage fans and promote their brand. This partnership is a strategic move for Athletic Brewing, the largest nonalcoholic brewery in the U.S., as it seeks to expand its presence in the U.K. market. Bill Shufelt, co-founder and CEO of Athletic, emphasized the growing trend of alcohol moderation among younger consumers, stating that this collaboration is a significant milestone in their mission to transform drinking habits worldwide. The demand for no- and low-alcoholic beverages is on the rise in the U.K., with sales increasing by 38% on match days this summer. Similar trends are observed in the U.S., where off-premise sales of nonalcoholic beer have surged nearly 30% year-to-date. This shift in consumer preferences highlights a broader movement towards healthier drinking options. Arsenal's Chief Commercial Officer, Juliet Slot, expressed enthusiasm for the partnership, noting that new sponsors like Athletic are crucial for the club's growth and ability to invest in its teams. The collaboration is expected to enhance the matchday experience for fans while supporting Arsenal's competitive ambitions.