Athletic Brewing Co., Milford, Conn. and San Diego, is teaming up with Arsenal, becoming the club’s first Official Non-Alcoholic Beer Partner.
Starting this August, the partnership will see cans of Athletic’s award-winning Run Wild IPA available at Emirates Stadium, London, for all men’s and women’s matches. Additionally, Run Wild IPA will be served on draft at the club level.
“As we continue to grow our footprint in the U.K., 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, in a statement. “Football is a sport that is a catalyst for community building, with fandom being passed down from one generation to the next.
Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers,” Shufelt continued. “This partnership represents an exciting milestone in our journey to revolutionize the way the world drinks. Whether supporters are enjoying an Athletic at home, at the local pub, or on the concourse at Emirates Stadium, we're excited to be a part of Arsenal match days this season.”
To amplify the partnership, Athletic also will invest in a marketing campaign featuring Arsenal players and will run a series of promotions, including in-stadium sampling activations, social media giveaways, and VIP supporter experiences.
“One aspect of this partnership that truly excites us is its inclusion of both the men’s and women’s teams,” Shufelt noted. “With Arsenal Women making Emirates Stadium their new main home this season, we’re thrilled to be part of the match day experience for all the team’s supporters by serving our brews throughout the stadium. The popularity of women’s sports has arrived and is here to stay, and the passion for the women's team is evident by the attendance records they have set.”
Juliet Slot, chief commercial officer for Arsenal, added: “I’m so pleased to welcome Athletic to our family. 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.
“Our supporters remain at the heart of this journey, and with more matches coming to Emirates Stadium this season for both teams, we’re excited to work with Athletic to enhance our match day offer with their brilliant non-alcoholic beer.”
The partnership with Arsenal demonstrates Athletic’s ongoing investment to expand in the U.K., and builds upon the company’s celebration of the Summer of Sport, it says. Following the success of its summer campaign in the United States, Athletic last month launched the Ask For Athletic promotion at Mitchells & Butlers, a leading operator of restaurants and pubs in the U.K., offering free cans of Run Wild IPA at participating All Bar One, Nicholson’s, and Castle Pub venues. The initiative has expanded the availability of Athletic brews to more than 230 locations managed by Mitchells & Butlers, the company notes.
