Athletic Brewing Company Signs NIL Sponsorships with 3 Heisman Hopefuls

September 1, 2022

Leading Non-Alcoholic Craft Brewer Supports Collegiate Players in Performing Their Best

Stratford, CT and San Diego, CA (September 1, 2022) /OUTDOOR SPORTSWIRE/ – Athletic Brewing Company, the fastest-growing beverage company in America according to Inc. Magazine, today announced it has signed name, image, and likeness (NIL) deals with three standout collegiate football players.

After partnering with Athletic in 2021, Ohio State Buckeyes quarterback CJ Stroud and Texas Longhorns running back Bijan Robinson have once again teamed up with the country’s leading non-alcoholic craft beer company. Joining Stroud and Robinson as an Athletic-sponsored player during the 2022 season is new USC Trojans quarterback Caleb Williams.

“We’re thrilled to be rethinking the way brewing companies can support up-and-coming athletes like CJ, Bijan, and Caleb,” said Athletic Brewing CMO Andrew Katz. “This partnership not only gives us an opportunity to elevate their off-field presence, it also enables us to have a conversation about the benefits of drinking non-alcoholic beer with thousands of passionate college football fans.”

As part of their agreements, Stroud, Robinson, and Williams will promote Athletic on social media and make press appearances on behalf of the brand. The three Heisman hopefuls will also be featured on regional point-of-sale materials and in the Athletic Brewing’s new “Fit For All Times” campaign as well as other digital content.

“Beer sponsorships have always been problematic for NCAA athletes,” said Athletic co-founder and CEO Bill Shufelt. “As the country’s leading non-alcoholic brewer, we want to inspire change around the idea that you need to sacrifice your college experience in order to succeed in the classroom or on the field.”

The deals with Stroud, Robinson and Williams will help Athletic Brewing reach a growing wave of consumers who are more mindful about their drinking habits while furthering the company’s mission to positively impact its customers’ health, fitness, and happiness.

“We understand that being a student-athlete is incredibly demanding, and through these partnerships we hope to prove that you can still crush campus life without compromise,” said Katz. “We look forward to expanding our NIL opportunities and partnering with more student-athletes in the coming months.”

Athletic Brewing’s NIL program launched in 2021 after the NCAA adopted a new policy allowing student-athletes in all sports to take advantage of name, image, and likeness opportunities. To date, the company has sponsored 16 male and female student-athletes competing in football, basketball, and softball.

The latest NIL partnerships come as Athletic fills out its national distribution footprint and embarks on a new campaign to redefine the times that call for a beer.

Founded by Shufelt and John Walker in 2017, Athletic Brewing is currently driving over 40% of the growth in the non-alcoholic beer segment and is the top-selling beer (including alcoholic offerings) at Whole Foods Market. The company boasts large-scale production breweries on both coasts. Its newest brewery in Milford, Connecticut spans 150,000 sq. ft. and will eventually be capable of producing upwards of 450,000 barrels annually.

Learn more about Athletic Brewing at www.athleticbrewing.com


Press Contact: Morgan Williams | Morgan@outsidepr.com | 724-388-7167

About Athletic Brewing Company

Athletic Brewing, founded in 2017 by Bill Shufelt and John Walker, is America’s leading producer of non-alcoholic craft beer. In 2022, Athletic was ranked as the 26th fast-growing private company in America by Inc. Magazine and named to TIME’s “100 Most Influential Companies” list. Athletic was also selected as one of Ad Age’s Top 20 Hottest Brands of 2022 and featured on Fast Company’s “Brands That Matter” list in 2021. The company has won over five dozen international brewing awards, including Gold & Silver for its Run Wild and Free Wave IPAs in the 2022 US Open of Beer Championships. Athletic has custom breweries on the east and west coasts, and its “Two for the Trails” initiative donates 2% of all sales to trail and park cleanups and maintenance. Plus, as a part of its IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up. As of 2022, Athletic Brewing is proudly a Certified B Corporation™. Its full-flavored non-alcoholic brews and hop-infused sparkling waters are available for purchase on www.athleticbrewing.com.