Arsenal Football Club has signed a new partnership with Athletic Brewing Company, marking the club’s first official collaboration with a non-alcoholic beer brand.

This move reflects a growing trend towards alcohol moderation and the increasing popularity of non-alcoholic beverages, particularly among younger consumers.

Starting in August, Athletic’s award-winning Run Wild IPA will be available in cans at Emirates Stadium for all men’s and women’s matches, and on draught at the club level.

This partnership extends Athletic’s reach in the UK market, building on their successful “Summer of Sport” campaign and recent “Ask For Athletic” promotion with Mitchells & Butlers.

Bill Shufelt, Co-Founder and CEO of Athletic Brewing Company, expressed his enthusiasm for the partnership, stating: “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. Football is a sport that is a catalyst for community building, with fandom being passed down from one generation to the next. Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers. This partnership represents an exciting milestone in our journey to revolutionise the way the world drinks. Whether supporters are enjoying an Athletic at home, at the local pub, or on the concourse at Emirates Stadium, we’re excited to be a part of Arsenal matchdays this season.”

Shufelt also highlighted the significance of the partnership’s inclusion of both the men’s and women’s teams, acknowledging the growing popularity and passion for women’s sports.

Juliet Slot, Arsenal‘s Chief Commercial Officer, echoed Shufelt’s sentiment, stating: “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. We want to push on, and 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 matchdays.”

The partnership comes as sales of non-alcoholic beer are on the rise in the UK, with a 38% surge in spending on matchdays this summer. In the U.S., off-premise dollar sales of non-alcoholic beer are also up nearly 30% year-to-date.

To further promote the partnership, Athletic will launch a marketing campaign featuring Arsenal players and will run a series of in-stadium sampling activations, social media giveaways, and VIP supporter experiences.

This collaboration marks a significant step for both Arsenal and Athletic Brewing Company. For Arsenal, it’s a move towards a more inclusive matchday experience, catering to the growing demand for non-alcoholic options. For Athletic, it’s a major opportunity to expand their brand presence in the UK and tap into the passionate football community.