The English football club, Arsenal FC and Athletic Brewing Company, America’s leading non-alcoholic brewer, have announced a multi-year extension of their highly successful partnership.
This renewed agreement has solidified Athletic Brewing’s position as the club’s official non-alcoholic beer partner. It follows a remarkable debut season, which saw non-alcoholic beer sales at Emirates Stadium more than double year-over-year.
The surge in sales underscores a significant and growing shift in consumer preferences towards mindful drinking within the sports landscape.
The expanded partnership will significantly enhance Athletic Brewing’s presence at Emirates Stadium. Fans can continue to enjoy Athletic Run Wild IPA, widely available in cans throughout the stadium during all men’s and women’s fixtures, and on draught at the prestigious Club Level. Starting with the 2025-26 season, Athletic Alcohol-Free Lager (Athletic Lite), a low-calorie option, will also be introduced in cans across the stadium’s general concourse bars, providing even more choice for supporters.
Beyond increased product availability, Athletic Brewing plans to deepen its engagement with Arsenal’s global fanbase. This includes an expanded presence across the club’s digital platforms, increased in-stadium branding, and a series of supporter engagement initiatives designed to further champion the conversation around non-alcoholic beer within football culture. A unique highlight of the renewed collaboration will be the launch of a limited-edition, co-branded brew later in the upcoming season, offering a special collector’s item for Arsenal enthusiasts.
Juliet Slot, Arsenal’s Chief Commercial Officer, expressed her enthusiasm for the continuation of the partnership and 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.”
Bill Shufelt, Co-Founder and CEO of Athletic Brewing Company, added, “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.
“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.”
The initial one-year partnership, which began in 2024, marked a significant milestone as Arsenal became the first Premier League club to appoint an official non-alcoholic beer partner with exclusive pouring rights at Emirates Stadium. The overwhelming success of this inaugural season demonstrates a strong and growing demand for high-quality non-alcoholic options among football fans, aligning with a broader global trend towards moderation and healthier lifestyle choices.
This multi-year extension not only underscores Arsenal’s commitment to enhancing the matchday experience for all supporters by providing diverse and inclusive choices but also reinforces Athletic Brewing’s accelerating growth and market presence in the United Kingdom.
This news follows other recent commercial announcements from Arsenal, including Asahi Super Dry‘s global alliance and TCL‘s designation as the club’s official global consumer electronics partner.
