US-based Athletic Brewing has penned a “multi-year” sponsorship agreement for its non-alcoholic beer with MetLife Stadium and NFL teams New York Giants and New York Jets.
The brand will assume the moniker ‘proud non-alcoholic beer partner’ of the New Jersey-based stadium and its two affiliated NFL teams. Athletic’s beers will be sold and advertised inside and around the stadium at sporting and entertainment events, as well as through “interactive fan promotions” and the Giants’ and Jets’ social-media channels.
Athletic will also be promoted at both teams’ training camps and “select events” across the New York metropolitan area. It will also feature in New York Giants and New York Jets television, radio and digital advertising and “fan-engagement platforms”.
“This is an exciting step forward in our mission to revolutionise the way the world drinks and make modern moderation more accessible,” said Athletic Brewing CEO, Bill Shufelt. “We can’t wait for Athletic to become the game day ritual fans count on.”
Last year, Athletic announced a “multi-year” extension of its existing arrangement with English Premier League team Arsenal FC.
