The game day experience at MetLife Stadium is getting a modern makeover. In a first-of-its-kind partnership, Athletic Brewing Company—America’s largest dedicated non-alcoholic brewer—has announced a multi-year agreement to become the official non-alcoholic beer partner of the stadium, the New York Jets, and the New York Giants.
This landmark collaboration marks Athletic Brewing’s first formal sponsorship of professional football franchises and a major stadium, signaling a massive shift in sports culture where full-strength brews have traditionally dominated the tailgate scene. For MetLife Stadium and its two tenant teams, it is the first time aligning with a dedicated non-alcoholic brewer in this capacity.
As fans increasingly look for ways to moderate their alcohol consumption or abstain entirely without missing out on the camaraderie of live sports, the partnership aims to seamlessly integrate choices into the stadium environment.
“This is an exciting step forward in our mission to revolutionize the way the world drinks and make modern moderation more accessible,” Bill Shufelt, co-founder and CEO of Athletic Brewing Company, said. “We can’t wait for Athletic to become the game day ritual fans count on, from the tailgate to the final whistle.”
Under the multi-year agreement, fans attending events at MetLife Stadium will see widespread availability and heavy brand integration, including:
- Concession staples: 19.2-ounce cans of Athletic’s flagship Run Wild IPA and Upside Dawn Golden will be served at locations throughout the venue.
- High-visibility branding: Prominent placements will feature across concourse displays, LED boards, pylons, retail kiosks, menus, and digital highway signage surrounding the stadium.
- Interactive fan engagement: Custom video board content, interactive activations, and on-site product sampling will take place on select game days.
- Team media and community integration: Athletic will maintain a presence across Jets and Giants digital, radio, social media, and television platforms, as well as participating in community initiatives and training camps.
To celebrate the partnership, Athletic Brewing plans to roll out special-edition 12-packs across retail locations in the New York tri-state area later this year. Football fans will be able to purchase Run Wild IPA featuring official New York Giants packaging alongside Upside Dawn Golden featuring New York Jets branding.
