Athletic Brewing Company, the largest non-alcoholic brewery in the United States, has announced a groundbreaking partnership with Arsenal Football Club, making it the club’s first Official Non-Alcoholic Beer Partner.
Starting this August, Arsenal fans will be able to enjoy Athletic’s NA beer at Emirates Stadium during both men’s and women’s matches.
This partnership marks a significant milestone in Athletic Brewing’s expansion into the UK market and reflects the growing global trend towards non-alcoholic beer consumption.
A Perfect Match: Athletic Brewing and Arsenal
The collaboration between Athletic Brewing and Arsenal is a strategic move that aligns with both organizations’ values and visions. Bill Shufelt, Co-Founder and CEO of Athletic Brewing, expressed his excitement about the partnership, stating:
“Football is a sport that is a catalyst for community building, with fandom being passed down from one generation to the next. Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers. This partnership represents an exciting milestone in our journey to revolutionize the way the world drinks.”
By partnering with Arsenal, Athletic Brewing is tapping into a massive fanbase passionate about football and open to exploring healthier beverage options.
The partnership also includes a marketing campaign featuring Arsenal players, in-stadium sampling activations, social media giveaways, and VIP supporter experiences, further strengthening the connection between the brand and the club’s supporters.
Run Wild IPA: A Fan Favorite
Run Wild IPA, Athletic Brewing’s flagship product, is known for its refreshing taste and commitment to quality.
With an ABV of just 0.5%, it offers a satisfying beer experience without the alcohol content, making it a perfect choice for football fans who want to enjoy the game without the buzz. The beer will be available in cans and on draft at Emirates Stadium’s club level, providing fans with more options to enjoy their matchday experience.
Empowering Women’s Football
One of the standout aspects of this partnership is its focus on inclusivity and support for women’s football.
As Arsenal Women make Emirates Stadium their new main home this season, Athletic Brewing is committed to enhancing the matchday experience for all supporters. Bill Shufelt highlighted the importance of this aspect, saying:
“The popularity of women’s sports has arrived and is here to stay, and the passion for the women’s team is evident by the attendance records they have set. We’re thrilled to be part of the matchday experience for all the team’s supporters by serving our brews throughout the stadium.”
This commitment to women’s football aligns with the broader movement towards gender equality in sports and demonstrates Athletic Brewing’s dedication to supporting diverse sporting communities.
A Growing Market for Non-Alcoholic Beer
The partnership between Athletic Brewing and Arsenal is happening at a time when the non-alcoholic beer market is experiencing significant growth.
According to Kantar Insights data, sales of non-alcoholic beers surged by 38% across the UK on matchdays this summer. In the United States, off-premise dollar sales of non-alcoholic beer have increased nearly 30% year-to-date.
This trend reflects a shift in consumer preferences towards healthier and more mindful drinking choices, driven primarily by younger generations who prioritize wellness and moderation.
As Juliet Slot, Arsenal’s Chief Commercial Officer, noted:
“Our supporters remain at the heart of this journey, and with more matches coming to Emirates Stadium this season for both teams, we’re excited to work with Athletic to enhance our matchday offer with their brilliant non-alcoholic beer.”
Expanding the UK Presence
Athletic Brewing’s partnership with Arsenal is a crucial step in its UK expansion strategy. Following the success of its summer campaign in the United States, the company launched the “Ask For Athletic” promotion at Mitchells & Butlers, a leading operator of restaurants and pubs in the UK. This initiative has expanded the availability of Athletic brews to over 230 locations managed by Mitchells & Butlers, including All Bar One, Nicholson’s, and Castle Pub venues.
The collaboration with Arsenal and other UK initiatives showcase Athletic Brewing’s commitment to providing high-quality non-alcoholic options to a broader audience and revolutionizing the way people think about beer.
The partnership between Athletic Brewing Company and Arsenal Football Club is a win-win for both organizations and football fans alike. It highlights the growing demand for non-alcoholic beer and the opportunity to create meaningful connections with diverse fanbases.
As the trend towards alcohol moderation continues to gain momentum, Athletic Brewing is well-positioned to lead the charge in offering innovative and delicious non-alcoholic brews that enhance the sports experience for everyone.
Whether enjoying a Run Wild IPA at home, at a local pub, or on the concourse at Emirates Stadium, fans can look forward to a refreshing and memorable matchday experience.
