Athletic Brewing Becomes NHL’s First Non-Alcoholic Beer Partner in Canada
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Editorial Dept.
Athletic Brewing is taking its non-alcoholic beer into the heart of Canada’s hockey culture with a new deal that brings the brand closer to NHL fans. The collaboration will put Athletic’s brews in front of fans during major hockey moments – while connecting the brand with the country’s active, social sports culture. It also marks a major step for the growing non-alcoholic beer category, with Athletic becoming the league’s first dedicated NA beer partner.
A press release from Athletic Brewing disclosed that the partnership will span games, events, retail stores and digital platforms, giving fans more ways to discover Athletic’s brews on and off the ice.
The partnership will also include unique, custom content, and plans for a Stanley Cup Final Sweepstakes designed to engage fans across Canada.
Athletic Brewing’s partnership with the NHL will be showcased at the 2026 Tim Hortons NHL Heritage Classic™ in Winnipeg on October 25 through fan activations, product sampling, in-stadium signage, an in-ice logo, and broadcast visibility via digitally enhanced dasherboard advertising during Sportsnet’s game coverage. Fans attending the game will also be able to purchase Athletic brews across select concessions and hospitality areas.
The partnership will also create opportunities for Athletic Brewing to promote the brand to adult amateur hockey players and leagues across Canada through a national retail campaign.
“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 Bill Shufelt, Co-Founder & CEO of Athletic Brewing Company. “Whether they’re watching from home, gathering with friends, or headed to the rink, we believe everyone deserves a great brew that fits their lifestyle. This partnership gives us an incredible platform to introduce Athletic to more consumers across Canada and become a meaningful part of the hockey experience.”
“We are proud to welcome Athletic Brewing Company, a non-alcoholic brewing pioneer, to the NHL family,” said Max Paulsen, NHL Vice President, Global Business Development. “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.”
Athletic Brewing will also bring the partnership to life through co-branded television, digital, and social advertising, along with NHL-branded packaging and in-store displays across Canada.
Founded by Bill Shufelt and John Walker, Athletic pioneered a proprietary method for making non-alcoholic beer, re-engineering nearly every step of the brewing process through hundreds of small-batch trials. This innovative approach has made Athletic the most highly awarded non-alcoholic brewer of the past decade, with more than 200 prestigious taste awards. Athletic launched in Canadian retail in 2022 and is now available in more than 2,500 outlets nationwide.
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