Athletic Brewing Company is the official alcohol-free beer partner of Arsenal Football Club
Courtesy of Sports Brewing Company
Athletic Brewing Company has launched a partnership with Arsenal, becoming the English football team’s first official non-alcoholic beer partner.
Arsenal will offer Athletic Brewing’s Run Wild IPA for both men’s and women’s matches at the Emirates Stadium, in return for a marketing campaign and a range of promotions, Arsenal officials have revealed. Press release.
Run Wild IPA has less than 0.5% alcohol by volume (ABV).
Deal provides opportunity for largest US non-alcoholic brewery to expand in UK
Athletic Brewing Company is the official alcohol-free beer partner of Arsenal Football Club
Courtesy of Sports Brewing Company
“Our international footprint is expanding and moderate drinking is taking the world by storm, especially among the next generation of consumers,” Bill Shufelt, co-founder and CEO of The Athletic, said in the release. “This This partnership is an exciting milestone in our journey to revolutionize the way the world drinks.”
Sales of no- and low-alcohol beers are on the rise in the UK, with a 38% jump on matchdays this summer, and there is a similar trend in the US, where off-site sales of no-alcohol beers are up almost 30% so far this year.
Arsenal are the latest sporting entity to embrace alcohol-free beer. Guinness 0.0 Is the official non-alcoholic beer partner of the Premier League and Formula 1 racing promotion Heineken 0.0.
“New partners like Athletic are vital to supporting our growth so we can continue to invest in our squad and compete for major trophies,” Arsenal chief commercial officer Juliet Slott said in a press release.
