Spartan UK Signs Athletic Brewing As Official Partner

Non-alcoholic brewer Athletic Brewing has expanded its partnership with endurance sports and wellness brand Spartan to include an Official Partnership in the UK.

The brand has been the Official Non-Alcoholic Beverage of Spartan – which is an Official Partner of Sport Industry NextGen – in the US for two years, becoming part of the post-race celebration for participants. 

The multi-year renewal will see it retain the designation in the US, as well as gaining it in Canada as well as the UK, two new markets for Athletic Brewing where it is now selling products.

“Spartan and Athletic Brewing share a passion for health, wellness, and innovation, and we’re excited to renew and expand our partnership beyond the US,” said Ian Lawson, Vice President of Global Partnerships, Spartan. 

“For two years, our community in the US has embraced Athletic Brewing’s signature craft brews as part of their clean, healthy lifestyles. It’s become a favorite for race training and post-race celebrations, and we know Spartan athletes in the UK and Canada will enjoy its natural ingredients and exceptional taste, free of the side effects of alcoholic beverages as they get back to racing this year.” 

The brand says its beers come in at 50-70 calories and ‘fill a void’ for those with athletic lifestyles.

Bill Shufelt, Co-founder, Athletic Brewing, added: “When we started Athletic, we were told that there was no demand and would be no interest from drinkers for a beer like Athletic. Since then, demand has skyrocketed, the craft non-alcoholic beer category grew over 300% last year alone,” said. 

“Our renewed partnership with Spartan validates our belief that we can expand the traditional beer-drinking occasions and reach consumers who are seeking to live healthy, balanced lifestyles without compromising on training hard, performing well and socialising with friends.”