Arsenal Football Club has raised a can once again to Athletic Brewing Company, the U.S.-based juggernaut of non-alcoholic beer, by extending their partnership after a booming debut season.
The North London club confirmed the multi-year renewal today, cementing Athletic’s role as the Official Alcohol-Free Beer Partner in a deal that continues to reshape the matchday experience at Emirates Stadium.
After a debut year that saw sales of alcohol-free beer more than double, the partnership is growing stronger, much like the squad under Mikel Arteta.
Arsenal supporters can expect to see – and sip – even more from Athletic Brewing, with its flagship Run Wild IPA available in cans throughout Emirates Stadium during all men’s and women’s fixtures, and on draught across Club Level.
And new for 2025, a crisp, low-calorie Alcohol-Free Lager will join the lineup, served in cans at concourse bars stadium-wide.
“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,” said Bill Shufelt, Co-Founder and CEO of Athletic Brewing.
“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.”
That lifestyle, increasingly defined by balance and moderation, has found a firm foothold among Arsenal’s global fanbase. And the numbers back it up—2024 was a landmark year for the club’s alcohol-free offering.
It all began when supporters, having discovered Athletic Brewing in pubs and on supermarket shelves, lobbied for its arrival at Emirates. Arsenal listened. The result? Exclusive pouring rights and a non-alcoholic revolution in red and white.
Now, the next phase begins—not just in pints and packaging, but in purpose.
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.”
Beyond pouring rights and lagers, the new agreement will see Athletic Brewing deepen its presence across Arsenal Football Club’s digital, in-stadium, and supporter engagement platforms. From matchday screens to social feeds, fans can expect a greater dialogue around alcohol-free choices in the football world.
And for those who like their partnerships with a little fizz of exclusivity—stay tuned. A limited-edition, co-branded brew is on the way later this season, further blending the worlds of elite football and premium non-alcoholic craft beer.
In a sport often slow to adapt, Arsenal and Athletic Brewing are leading a quiet revolution—one pint at a time.
