Arsenal FC sign deal with Athletic Brewing Co.

Arsenal Football Club have announced a partnership agreement with American non-alcoholic brewery Athletic Brewing Coming, roping it in as their first-ever Official Non-Alcoholic Beer Partner.

The deal will see the two parties collaborate on multiple marketing campaigns featuring Arsenal FC players. Athletic will also run a host of “promotions, including in-stadium sampling activations, social media giveaways, and VIP supporter experiences.”

As part of the agreement, Athletic’s “Run Wild” IPA will be made available at the Emirates Stadium for all games of the Arsenal men’s and women’s first teams.

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Juliet Slot, Chief Commercial Officer, Arsenal FC, said:

“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 matchday offer with their brilliant non-alcoholic beer.“

Speaking about partnering with Arsenal FC, Bill Shufelt, Co-Founder and CEO of Athletic, added:

“As we continue to grow our footprint in the UK, we’re honoured to partner with Arsenal, an institution synonymous with not just English football, but the sport on a global stage.“