Athletic Brewing Company Scores Partnership with Arsenal Football Club, Expanding Its Reach in the Growing Non-Alcoholic Beer Market
Athletic Brewing Company, the leading craft non-alcoholic brewery in the U.S., has inked a significant deal with Arsenal Football Club, becoming the English soccer team’s first official non-alcoholic beer partner. This strategic partnership signals a growing trend towards alcohol-free options in sports and entertainment, and marks a key step for Athletic Brewing in expanding its global presence.
Key Takeaways:
- Athletic Brewing’s Run Wild IPA will be featured at Emirates Stadium during both men’s and women’s matches. This provides significant brand exposure for Athletic Brewing among a vast and passionate fan base.
- The partnership will include marketing campaigns and promotions in the U.K., allowing Athletic Brewing to engage directly with Arsenal supporters and grow its market share.
- Rising sales of no- and low-alcoholic beer are driving this partnership, highlighting a growing consumer demand for alcohol-free options.
- Arsenal, a top Premier League club, embraces Athletic Brewing as a partner, demonstrating a shift in sports sponsorships toward inclusivity and appealing to a broader range of fans.
A Strategic Move Fueled by Consumer Demand
The growing popularity of non-alcoholic beer is a key factor driving this partnership. Data shows a significant increase in sales of no- and low-alcohol beer in both the U.K. and the U.S. This trend is particularly evident during match days, with a 38% surge in the U.K. during the summer. "Our international footprint is expanding," said Bill Shufelt, co-founder and CEO of Athletic, "and alcohol moderation is sweeping the globe, specifically among the next generation of consumers."
This partnership signifies a shift in consumer expectations, where responsible choices are no longer seen as a compromise. Athletic Brewing’s Run Wild IPA offers a refreshing and flavorful alternative to traditional alcoholic beverages, while still allowing fans to enjoy the atmosphere and social aspect of attending a game.
Arsenal’s Focus on Inclusivity and Modern Fans
Arsenal’s decision to partner with Athletic Brewing is a strategic move that speaks to the club’s focus on inclusivity and attracting a wider audience. "New partners like Athletic are vital in supporting our growth," said Arsenal’s Chief Commercial Officer Juliet Slot, highlighting the importance of these partnerships in their ambitious plans for the future.
As more sports teams and organizations recognize the growth of the non-alcoholic beverage market, partnerships like this are likely to become increasingly common. The partnership with Athletic Brewing also reflects Arsenal’s commitment to appealing to modern fans who are increasingly prioritizing healthier lifestyle choices.
A Global Trend Towards Alcohol-free Options
The partnership between Athletic Brewing and Arsenal is not an isolated event. Other major sports organizations are also recognizing the potential of non-alcoholic beverages. Guinness 0.0, for example, is the official non-alcoholic beer partner of the Premier League. Formula 1 has also partnered with Heineken 0.0, demonstrating the growing appeal of these beverages in global sporting events.
This trend is driven by a number of factors, including increased awareness of the health risks associated with alcohol consumption, a growing desire to make more responsible choices, and the emergence of a generation of consumers who are less likely to drink alcohol than previous generations.
The Future of Sports Partnerships
The partnership between Athletic Brewing and Arsenal is an example of how sports organizations are adapting to changing consumer preferences. By embracing alcohol-free options, these organizations are appealing to a wider range of fans, while also contributing to a more inclusive and responsible environment for fans of all ages.
As the demand for non-alcoholic beverages continues to grow, we can expect to see more partnerships like this in the future. This shift in the sports sponsorship landscape reflects a broader societal shift toward mindful consumption and a desire for more inclusive and accessible experiences for everyone.
