Athletic Brewing Signs On As Nonalcoholic Beer Partner Of the New York Giants And Jets

(Photo: Athletic Brewing)

America’s largest dedicated nonalcoholic brewer is cementing its presence in the sports world with a trio of multi-year partnerships.

Last week, Athletic Brewing announced that it has signed on as a Proud Partner of the New York Giants, the New York Jets and MetLife Stadium. The NFL teams have played since 2010 at the East Rutherford, New Jersey-based venue, which recently hosted the final match of the 2026 World Cup between Spain and Argentina.

It’s been described as a first-of-its-kind milestone for all four organizations. The partnership is Athletic’s first with two professional football teams and a professional football stadium, and the first time that MetLife and its two home teams have aligned with a dedicated nonalcoholic brewer in this capacity. However you cut it, the deal represents a big step forward for nonalcoholic drinks — a category that was all but relegated to niche status as little as a decade ago.

Visitors at MetLife will be able to purchase the brewer’s Run Wild IPA and Upside Dawn Golden beers at various concession stands throughout the stadium, and will see Athletic branding across concourse displays, pylons, LED displays, menus, kiosks and highway signage in the area.

“We’re thrilled to team up with MetLife Stadium, the New York Giants, and the New York Jets to bring Athletic’s great-tasting brews to one of the most exciting venues in sports and entertainment,” Athletic CEO Bill Shufelt remarked in a news release. “This is an exciting step forward in our mission to revolutionize the way the world drinks and make modern moderation more accessible. We can’t wait for Athletic to become the game day ritual fans count on, from the tailgate to the final whistle.”

Athletic’s meteoric ascent over the past decade has redefined both the alcoholic and nonalcoholic drinks industries. Founded in 2017 by Bill Shufelt and John Walker, the brand is now the sixth-largest craft brewery in the United States by sales volume, outpacing competitors like Garage Beer, Brooklyn Brewery and Deschutes.

In a recent interview at the WSJ Global Food Forum, CEO Bill Shufelt said that his company currently holds an 18% share of NA beer in the country, and an impressive 38% share of on-premise sales in bars and restaurants.

Its successes have aligned the company with the kind of deals typically scored by old-guard conglomerates like Anheuser-Busch or Molson Coors. In 2024, Athletic playfully appointed Grammy-nominated country singer Walker Hayes as its “Chief Fancy Officer” and released a limited-edition collaborative brew. Months later, Arsenal Football Club announced that it had signed on Athletic as the team’s first nonalcoholic beer partner, establishing the Connecticut-based brewer as a known presence across the pond.

Ron VanDeVeen, President & CEO of MetLife Stadium, says that the partnership will allow the 82,500-seat venue to broaden its amenities to the preferences of all guests.

“Delivering an exceptional experience for every guest is our highest priority at MetLife Stadium,” VanDeVeen added. “Partnering with a non-alcoholic brewing pioneer like Athletic allows us to broaden our beverage offerings, provide greater choice, and further shape the experience for all guests who visit MetLife Stadium throughout the year.”