Athletic Brewing Secures Multi-Year NFL Stadium Deal with MetLife
Event summary
- Athletic Brewing signed a multi-year partnership with MetLife Stadium, the New York Jets, and the New York Giants to become their exclusive non-alcoholic beer provider.
- The deal marks Athletic Brewing's first formal sponsorship of two NFL teams and a professional football stadium.
- Fans will have access to Athletic Brewing's Run Wild IPA and Upside Dawn Golden beers at MetLife Stadium, with branding integrated across various stadium placements and media platforms.
- Athletic Brewing plans to release special-edition packaging featuring the logos of both NFL teams later this year.
The big picture
This partnership underscores the growing demand for non-alcoholic beverages in sports and entertainment venues, reflecting broader consumer shifts toward health-conscious and moderate drinking options. Athletic Brewing's dominance in the NA beer market (over 50% share) positions it as a key player in this evolving landscape.
What we're watching
- Market Expansion
- How Athletic Brewing's NFL partnership will impact its market share and revenue growth in the non-alcoholic beverage sector.
- Consumer Adoption
- Whether the sponsorship can drive broader acceptance of non-alcoholic beer among traditional sports fans.
- Competitive Dynamics
- The pace at which competitors in the non-alcoholic beverage space will respond with similar high-profile partnerships.
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