Athletic Brewing, Arsenal Extend Non-Alcoholic Beer Partnership
As non-alcoholic beer sales soar at Emirates Stadium, Athletic Brewing and Arsenal are renewing their NA drink deal
Athletic Brewing Company and its non-alcoholic beverages will continue to be a part of matchdays in North London.
The NA beer brand stationed in Connecticut and California has announced a multiyear extension of its partnership with Arsenal F.C. The agreement follows a debut season where non-alcoholic beer sales at Emirates Stadium more than doubled year-over-year, the brand reports.
“We’re thrilled to continue our partnership with Arsenal after a remarkable first season and proud to help lead the global shift toward mindful drinking alongside such a world-class football club,” said Bill Shufelt, co-founder and CEO of Athletic Brewing. “Together, we’re responding to evolving preferences by bringing great-tasting, alcohol-free beer to more supporters in more moments and making matchdays more accessible. Whether it’s in the stands, at home or at the pub, we believe everyone deserves a brew that fits their lifestyle.”
As Arsenal’s official non-alcoholic beer partner, Athletic Brewing will make its Athletic Run Wild IPA available for all men’s and women’s matches going forward, as well as Athletic Lite brew, which is less than 0.5% ABV and contains 25 calories, five grams of carbohydrates, zero grams of protein, zero grams of fat and zero grams of sugar in each 12-ounce can.
“We’re always delighted when a partner renews with us, a statement of their belief in our vision for the club supported by their investment in our ambition to win major trophies,” said Juliet Slot, Arsenal’s chief commercial officer. “The success of our first year working together speaks for itself, with Athletic products already becoming a staple of the matchday ritual for our supporters.”
Through the partnership, Athletic Brewing also promises to expand its presence across Arsenal’s in-stadium, digital and supporter engagement platforms, strengthening its ties to the club’s fanbase while also further ingratiating NA beer with soccer (football) culture. Athletic Brewing and Arsenal also aim to launch a limited-edition, co-branded drink in the near future.
While already being America’s largest dedicated non-alcoholic brewer and active partners with several United States-based soccer clubs, Athletic Brewing has found something of a second home across the pond. The U.K. saw a 20% year-over-year increase in NA beer sales in 2024. There, 38% of drinkers also report consuming low- and no-alcohol beverages on a semi-regular basis.
NA drinks are also on the rise from a global perspective. According to Meticulous Research, the global non-alcoholic beer market will reach $34.97 billion by 2032, growing at a CAGR of 7.3%.
Last summer, Athletic Brewing completed a $50 million equity financing round to support its long-term growth amid the rise of the NBA beer market.