The first formal agreement between Arsenal Football Club and a non-alcoholic beer brand was recently signed by the club with Athletic Brewing Company. This action reflects the increased popularity of non-alcoholic beverages, especially among younger customers, and the tendency towards moderation in alcohol consumption.
All men’s and women’s games at Emirates Stadium starting in August will feature cans of Athletic’s renowned Run Wild IPA, as well as draft options for clubs. Building on their recent “Ask for Athletic” promotion with Mitchells & Butlers and their successful “Summer of Sport” campaign, this alliance expands Athletic’s market share in the UK.
“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,” said Bill Shufelt, co-founder and CEO of Athletic Brewing Company, expressing his excitement for the partnership.
Athletic Brewing Co. scores Arsenal non-alcoholic beer partnership
One of the most prestigious football teams in the English Premier League and a fast-growing US non-alcoholic brewery have inked a significant deal. All men’s and women’s match at Arsenal’s Emirates Stadium will feature the brewery’s 0.5% ABV Run Wild IPA beer. The Arsenal players will be the focus of a marketing campaign by Athletic Brewing Company, which will also include in-stadium sampling, social media giveaways, and VIP experiences for fans.
Athletic is the 20th largest brewery overall and the tenth largest craft brewery in the nation, according to the US Brewing Association. The only alcoholic beverage partner of Arsenal is the Camden Town Brewery, located in London.
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