Arsenal and Athletic Brewing extend alcohol-free beer partnership

Arsenal Football Club have announced a multi-year extension of their partnership with US-based non-alcoholic beer brand Athletic Brewing Company.

The agreement sees Athletic Brewing continue as the club’s official alcohol-free beer partner, following a successful debut season. The initial tie-up, which was announced in 2024, provided fans with an alcohol-free option on matchdays at Emirates Stadium.

Under the expanded deal, Athletic Brewing will remain Arsenal’s official alcohol-free beer partner. The partnership’s debut season saw alcohol-free beer sales at Emirates Stadium rise by more than double. Arsenal supporters will continue to find Athletic Run Wild IPA in cans throughout Emirates Stadium during all men’s and women’s fixtures, with Run Wild also served on draught across Club Level. New for 2025, the low-calorie Athletic Alcohol-Free Lager will also be available in cans across the stadium’s general concourse bars.

The partnership, which began in 2024, made alcohol-free products more accessible on matchdays and introduced Athletic’s brews to Arsenal supporters globally. The renewed deal reinforces Athletic’s growing UK presence and Arsenal’s commitment to offering fans more inclusive choices for their matchday rituals, as mindful drinking has become a mainstream cultural trend.

As part of the renewed collaboration, Athletic Brewing will expand its presence across Arsenal’s digital, in-stadium, and supporter engagement platforms. The two organisations are also set to launch a limited-edition, co-branded brew later in the season.

Bill Shufelt, Co-Founder and CEO of Athletic Brewing, said, “We’re thrilled to continue our partnership with Arsenal after a remarkable first season, and proud to help lead the global shift towards 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.”

Juliet Slot, Arsenal’s Chief Commercial Officer, 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.”

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