USA Triathlon (USAT) notes that it has become the first US national governing body in the Olympic & Paralympic Movement to sign a partnership with a non-alcohol beer producer, teaming up with Athletic Brewing Company through June 2023.
Athletic Brewing Co launched in 2018, and was founded by Bill Shufelt and John Walker. The company has its roots in Stratford, Connecticut, and recently expanded to a second brewery in San Diego that is now fully operational.
All Athletic Brewing Company brews are below the 0.5% alcohol-by-volume (ABV) requirement in order to be considered a non-alcoholic beer by US federal law.
“Athletic Brewing has been a part of the triathlon community for years, with some of our own teammates participating in the sport,” said Bill Shufelt, Co-Founder of Athletic Brewing Company. “We’re thrilled about partnering with the prestigious USA Triathlon and the opportunity to positively impact the health and lives of all triathletes.”
“USA Triathlon is proud to venture into a new sponsorship category with Athletic Brewing Company,” said Chuck Menke, USA Triathlon Chief Marketing Officer. “Non-alcoholic beer is an ideal option for endurance athletes, providing a satisfying and refreshing taste at 70 calories or less without negative effects on training, diet or overall wellness.
“Athletic Brewing Company stands out from other non-alcoholic beer producers in the quality, precision and variety of its brews. We can’t wait to ultimately introduce them to the wider multisport community through sampling at our USA Triathlon events.”
Athletic Brewing Company will offer samples in the expo and hospitality areas at USA Triathlon-owned events, including the Toyota USA Triathlon Age Group National Championships, Duathlon National Championships, Collegiate Club National Championships and the Legacy Triathlon.
Through its Two for the Trails program, the beer company donates 2% of all sales dollars to maintaining trails and parks that are often underserved by government budget shortfalls. The company also recently dedicated a US$50,000 impact fund to organizations fighting against racism, and is donating 10% of all online sales to support restaurant industry employees experiencing hardship in the wake of COVID-19.
Athletic Brewing Company currently sponsors US professional triathlete Ben Hoffman, who placed second at the 2014 IRONMAN World Championship. (Athletic Brewing Co’s sports sponsorship strategy and negotiations are being led by Winstate Sports Consulting. )
www.usatriathlon.org
www.athleticbrewing.com
