# Non-Alcoholic Brewer Stadium Partnerships Athletic Brewing Company Partners with MetLife Stadium By Kalin Ned | Published 2026-08-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/metlife-stadiums References: [americancraftbeer](https://www.americancraftbeer.com/athletic-brewing-becomes-the-non-alcoholic-beer-of-the-giants-and-jets/)  Athletic Brewing Company, America's largest dedicated non-alcoholic brewer, has entered into a [multi-year agreement](https://www.trendhunter.com/trends/new-york-red-bulls) with MetLife Stadium, the New York Giants, and the New York Jets to become the official [non-alcoholic beer partner](https://www.trendhunter.com/trends/nandos-and-bero) for the venue and both teams. This marks the company's first formal sponsorship involving professional football franchises and a stadium of this scale. Under the arrangement, fans attending events at MetLife Stadium will have access to 19.2-ounce cans of Run Wild IPA and Upside Dawn Golden at various concession points. The brand will be featured throughout the game-day experience via video board content, concourse displays, pylons, LED signage, retail kiosks, and digital highway advertisements near the venue. The partnership also includes product sampling, interactive promotions, integration across team media platforms, and plans for [special-edition 12-packs featuring team logos](https://www.trendhunter.com/trends/two-robbers-spirits) to be sold in the Tri-State area later in the year. Image Credit: Athletic Brewing Company ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 44% | Activity: 51% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Sober Stadium Experiences:** Expanded non-alcoholic beer availability in major sports venues reflects shifting fan preferences toward inclusive, wellness-aligned game-day consumption. - **Team-branded Beverage Packs:** Limited-edition packaging tied to professional franchises creates new retail crossover potential between sports loyalty and alcohol-free beverage culture. - **Integrated Venue Sampling:** Blending concession sales with signage, digital media, and interactive promotions turns stadiums into high-impact discovery platforms for emerging beverage categories. ### Sectors Adopting This - **Non-alcoholic Beverages:** Dedicated alcohol-free brewers are gaining mainstream visibility through large-scale partnerships that position moderation as a premium lifestyle choice. - **Sports Sponsorship:** Professional teams and venues are broadening sponsorship portfolios with wellness-oriented brands that resonate with diverse, health-conscious audiences. - **Event Concessions:** Stadium food and beverage programs are evolving beyond traditional alcohol offerings to capture demand for more inclusive premium refreshment options. ## Related on Trend Hunter - [Functional Alcohol-Free Beer Ranges](https://www.trendhunter.com/trends/hopkind.md) - [Soccer-Inspired Alcohol-Free Red Ales](https://www.trendhunter.com/trends/alcoholfree-red-ale.md) - [Experiential Wellness-Focused Pop-Ups](https://www.trendhunter.com/trends/while-on-earth1.md) - [Soju Sports Partnerships](https://www.trendhunter.com/trends/soju-partnership.md) - [Non-Alcoholic Sports Event Partnerships](https://www.trendhunter.com/trends/pride-house.md) - [Irish Whiskey Football Partnerships](https://www.trendhunter.com/trends/official-spirits-sponsors.md) - [Celebratory Non-Alcoholic Beverage](https://www.trendhunter.com/trends/Celebratory-non-alcoholic-beverages.md) - [Alcohol-Free Beer Run Clubs](https://www.trendhunter.com/trends/run-pub.md) - [Non-Alcoholic Music Festival Sponsorships](https://www.trendhunter.com/trends/breakaway-music-festival.md)