The deal with the English soccer team represents an opportunity for America's largest nonalcoholic brewery to expand in the UK.
Athletic Brewing Company is teaming up with Arsenal, naming it as the English soccer team's first nonalcoholic beer partner.
Arsenal will feature Athletic's Run Wild IPA at Emirates Stadium for both men's and women's matches, and Athletic will launch a marketing campaign and a series of promotions in return.Courtesy: Athletic Brewing Co. Athletic Brewing Company has scored a partnership with Arsenal, becoming the English soccer team's first official nonalcoholic beer partner.
Arsenal will feature Athletic's Run Wild IPA at Emirates Stadium for both men's and women's matches, and Athletic will launch a marketing campaign and a series of promotions in return, according to aThe deal represents an opportunity for America's largest nonalcoholic brewery to expand in the U.K.
Sales of no-and-low alcoholic beer are rising in the U.K., surging by 38% on matchdays this summer, and there are similar trends in the U.S. with off-premise sales of nonalcoholic beer up nearly 30% year-to-date, according to the release."New partners like Athletic are vital in supporting our growth so we can continue to invest in our teams and compete for major trophies," Arsenal's Chief Commercial Officer Juliet Slot said in the release.
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