In a move that might surprise traditional football fans, Athletic Brewing Company has just been named the official non-alcoholic beer partner of Arsenal FC.
Yes, you read that right—non-alcoholic beer. It’s not every day that you see a product like this taking center stage in the world of sports endorsements, but maybe it’s a sign of the times.
Athletic Brewing’s Run Wild IPA, a beer with less than 0.5% ABV, will be available at the Emirates Stadium for all men’s and women’s matches.
You know why mocktails are making an appearance on every menu these days? Sliding alcohol consumption among young Americans. If this partnership reveals anything, it’s that the demand for less inhibitive refreshments is growing among football fans across the pond despite their rowdy reputation.
The idea of enjoying a game with a cold one in hand is nothing new, but swapping out the alcohol for a non-alcoholic brew? That’s where things get interesting.
The rise of non-alcoholic options in sports arenas speaks volumes about the shifting attitudes towards alcohol consumption. A growing number of young people are choosing sober living, or at least moderation, over the heavy drinking culture that has long been associated with sports events.
Arsenal isn’t the first sports entity to embrace this change. Corona Cero recently made their mark in the 2024 Summer Olympics in Paris, and Heineken 0.0 has been an official sponsor of Formula 1.
I’m no PR wiz, but to think that alcoholic beverages currently sponsoring the global driving event is mind-boggling.
Will this trend continue to grow, or will it fizzle out once the novelty wears off? That’s the million-dollar question. For now, though, Athletic Brewing is leading the charge, and with Arsenal backing them, it seems like non-alcoholic beer might just be here to stay—at least in the stands.
As more fans and athletes alike prioritize health and wellness, it’s hard to imagine a future where non-alcoholic beer is as common at sports events as the traditional pint. The only downside that could come of this societal shift is a lack of viral spectator brawls and gaffs on TikTok.
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