NHL Announces Multi-Year Partnership With Athletic Brewing Company As First Dedicated Non-Alcoholic Beer Sponsor

The NHL announced a multi-year partnership with Athletic Brewing Company today that will make it an official non-alcoholic beer partner of the NHL in Canada.

Athletic Brewing will connect with NHL fans across Canada via League marketing, digital and social media channels, retail activations, and NHL events.

"Hockey is woven into the fabric of Canadian culture, and we’re thrilled to team up with the NHL to bring Athletic’s great-tasting brews to fans," said CEO of Athletic Brewing, Bill Shufelt. "This partnership gives us an incredible platform to introduce Athletic to more consumers across Canada and become a meaningful part of the hockey experience.”

Launched commercially in 2018, Athletic is the No. 1 non-alcoholic beer brand in the U.S. Its award-winning brews are available at over 75,000 retail locations across America.

This marks the first non-alcoholic beer partner in NHL history.

“We are proud to welcome Athletic Brewing Company, a non-alcoholic brewing pioneer, to the NHL family,” said NHL VP of Global Business Development, Max Paulsen.

"We look forward to building impactful fan-focused programs together to engage our passionate fans in Canada, whether they are watching the NHL or coming off the ice after playing a game at their local rink.”