Arsenal FC inks multi-year partnership with Athletic Brewing Company
12 hours ago
Athletic Brewing Company, America’s largest dedicated non-alcoholic brewer, and Arsenal Football Club have announced a multi-year extension of their partnership.
Under the expanded agreement, Athletic will continue as the club’s Official Alcohol-Free Beer Partner, following a successful debut season that saw alcohol-free beer sales at Emirates Stadium rise 220% year-on-year.
Arsenal supporters will continue to enjoy Athletic Run Wild IPA in cans throughout Emirates Stadium during all men’s and women’s fixtures. Run Wild will also be served on draught across Club Level.
New in 2025, the low-calorie Athletic Alcohol-Free Lager will also be available in cans throughout the stadium’s general concourse bars.
“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.”
Juliet Slot, Arsenal’s Chief Commercial Officer, said: “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. 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. We’re proud to have partners like Athletic Brewing with us on our journey – they are the best at what they do, and enable us to better serve Gooners in our London home and around the world.”
In 2024, after hearing directly from Arsenal supporters who had discovered Athletic Brewing in local pubs and grocery stores, Athletic became the club’s first Official Non-Alcoholic Beer Partner with exclusive pouring rights at Emirates Stadium.
The partnership made alcohol-free products more accessible on matchdays and introduced Athletic’s award-winning brews to Arsenal supporters around the world.
As part of the renewed partnership, Athletic Brewing will also expand its presence across Arsenal’s digital, in-stadium, and supporter engagement platforms, deepening connections with Gooners around the world and advancing the conversation around alcohol-free beer in football culture. The two will also come together to launch a limited-edition, co-branded brew later in the season.