Empowering Women’s Football
One of the standout aspects of this partnership is its focus on inclusivity and support for women’s football.
As Arsenal Women make Emirates Stadium their new main home this season, Athletic Brewing is committed to enhancing the matchday experience for all supporters. Bill Shufelt highlighted the importance of this aspect, saying:
“The popularity of women’s sports has arrived and is here to stay, and the passion for the women’s team is evident by the attendance records they have set. We’re thrilled to be part of the matchday experience for all the team’s supporters by serving our brews throughout the stadium.”
This commitment to women’s football aligns with the broader movement towards gender equality in sports and demonstrates Athletic Brewing’s dedication to supporting diverse sporting communities.
A Growing Market for Non-Alcoholic Beer
The partnership between Athletic Brewing and Arsenal is happening at a time when the non-alcoholic beer market is experiencing significant growth.
According to Kantar Insights data, sales of non-alcoholic beers surged by 38% across the UK on matchdays this summer. In the United States, off-premise dollar sales of non-alcoholic beer have increased nearly 30% year-to-date.
This trend reflects a shift in consumer preferences towards healthier and more mindful drinking choices, driven primarily by younger generations who prioritize wellness and moderation.
As Juliet Slot, Arsenal’s Chief Commercial Officer, noted:
“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.”
Expanding the UK Presence
Athletic Brewing’s partnership with Arsenal is a crucial step in its UK expansion strategy. Following the success of its summer campaign in the United States, the company launched the “Ask For Athletic” promotion at Mitchells & Butlers, a leading operator of restaurants and pubs in the UK. This initiative has expanded the availability of Athletic brews to over 230 locations managed by Mitchells & Butlers, including All Bar One, Nicholson’s, and Castle Pub venues.
The collaboration with Arsenal and other UK initiatives showcase Athletic Brewing’s commitment to providing high-quality non-alcoholic options to a broader audience and revolutionizing the way people think about beer.
