Arsenal FC Joins Forces with America’s Largest Non-Alcoholic Brewer to Embrace Sobriety

(Photo: Athletic Brewing Co.)

On Tuesday, Arsenal Football Club announced that Athletic Brewing Company is the team’s first non-alcoholic beer partner. The collaboration between America’s largest non-alcoholic brewer and one of England’s most prolific sports teams represents a breakout moment for the zero-proof category, which is projected to skyrocket worldwide in years to come.

The deal will be commemorated with a marketing campaign featuring Arsenal players, in-stadium sampling activations and social media giveaways. Athletic’s flagship Run Wild IPA will also be made available at all men’s and women’s matches beginning this month.

“I’m so pleased to welcome Athletic to our family,” Arsenal CCO Juliet Slot commented in a news release. “We’re all focused on moving forward after record-breaking seasons for both our men’s and women’s teams in 2023/24. New partners like Athletic are vital in supporting our growth so we can continue to invest in our teams and compete for major trophies.”

Amid rallying cries like Dry January and “sober curious,” Athletic has expanded its footprint far beyond a potentially niche audience. Not only is Athletic the country’s largest non-alcoholic brewer, it’s the 10th largest U.S. craft brewery of any kind and the 20th largest overall.

Its ethos is all in the name. The Connecticut-based brand was conceived in 2017 by ultramarathon runner Bill Shufelt, who envisioned a new genre of beverage fit for his “busy, modern lifestyle.”

Though it may not be the original non-alcoholic brewery, it’s by far the most prolific; three years after launch, Athletic controlled 61% of the non-alcoholic craft beer market. At that point, it was already going up against zero-proof competition from the likes of Heineken, Budweiser, Guinness and Samuel Adams.

Athletic has embraced its dominant position within the market through a series of rapid-fire business maneuvers. In July, the brewer closed a $50 million equity financing round that doubled its valuation to roughly $800 million. A few months prior, Athletic unveiled Grammy-nominated country singer Walker Hayes as a brand ambassador, commemorated by way of a limited-edition beer. In partnership with Arsenal, the brand now sets its sights firmly across the pond.

“As we continue to grow our footprint in the UK, we’re honored to partner with Arsenal, an institution synonymous with not just English football, but the sport on a global stage,” Shufelt remarked. “Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers.”

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