Athletic Brewing and Arsenal Expand Partnership, Launch UK-Exclusive Alcohol-Free Red Ale

Athletic Brewing Company and Arsenal Football Club unveiled Clock End, a UK-exclusive alcohol-free red ale sold in 4-packs at £7.49 through Athletic's UK shop, as part of a multi-year partnership extension announced July 16, 2025. The collaboration marks the latest chapter for a pairing that began in 2024, when Athletic became Arsenal's first-ever Official Non-Alcoholic Beer Partner after club supporters were already seeking the brand out in local pubs and grocery stores.

The debut season validated that grassroots demand almost immediately: non-alcoholic beer sales at Emirates Stadium more than doubled year-over-year under the initial agreement, which granted Athletic exclusive non-alcoholic pouring rights inside the ground. That figure underpinned the decision to extend.

Run Wild IPA, Athletic's flagship, remains the matchday anchor, available in cans across all Emirates Stadium concourses during men's and women's fixtures and on draught at Club Level. The 2025-26 season brings a second pour to general concourse bars: a low-calorie canned product listed in press materials as Athletic Lite, clocking in at under 0.5% ABV with 25 calories, 5g of carbohydrates, and 0g each of protein, fat, and sugar per 12-ounce can.

"We're thrilled to continue our partnership with Arsenal after a remarkable first season, and proud to help lead the global shift toward mindful drinking alongside such a world-class football club," said Bill Shufelt, co-founder and CEO of Athletic Brewing. "Together, we're responding to evolving preferences by bringing great-tasting, alcohol-free beer to more supporters in more moments and making matchdays more accessible. Whether it's in the stands, at home, or at the pub, we believe everyone deserves a brew that fits their lifestyle."

The numbers behind the extension paint a clear picture of why Athletic is doubling down in the UK. No-alcohol beer sales across Britain grew 20% year-over-year in 2024, with 38% of UK drinkers reporting they consume low- and no-alcohol alternatives on a semi-regular basis. Three-quarters of UK adults who drink alcohol are now actively moderating their intake. Athletic has built a distribution base of over 2,500 points across the country since launching there in 2021.

Founded in 2017 by Shufelt and John Walker, Athletic holds the position of the 20th largest overall U.S. brewing company while leading the non-alcoholic category in America. The expanded Arsenal deal adds digital presence across the club's supporter engagement platforms and fan engagement events to Athletic's existing in-stadium rights, with a further limited-edition co-branded brew planned for release later in the season.

Clock End's name nods directly to the famous terrace end at Highbury and carries the official Arsenal co-branding throughout its packaging. Whether it eventually finds its way from the online shop to the Emirates concourse remains the next question for Gooners hunting their matchday pint.