Arsenal Welcomes Athletic Brewing as Official Nonalcoholic Beer Partner

Arsenal Football Club has announced a new partnership with Athletic Brewing Company, marking the team’s first official nonalcoholic beer partnership. This collaboration will see Athletic Brewing’s Run Wild IPA, a beverage with less than 0.5% alcohol by volume (ABV), served at the Emirates Stadium during both men’s and women’s matches.

As part of the agreement, Athletic Brewing will also launch a marketing campaign and a series of promotions, further enhancing their visibility in the U.K. market. This partnership is a significant step for Athletic Brewing, America’s largest nonalcoholic brewery, as it seeks to expand its presence internationally.

Bill Shufelt, co-founder and CEO of Athletic Brewing, expressed excitement about the partnership, stating, “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.”

The partnership comes at a time when the popularity of no- and low-alcoholic beers is on the rise in the U.K., with sales surging 38% on match days this summer. Similar trends are observed in the U.S., with off-premise sales of nonalcoholic beer increasing nearly 30% year-to-date.

Arsenal joins other major sports entities in embracing nonalcoholic beer options. The Premier League has Guinness 0.0 as its official nonalcoholic beer partner, and Formula 1 promotes Heineken 0.0, highlighting the growing trend towards alcohol moderation in sports venues.