Leading Non-Alcoholic Brewer Signs NIL Deals with 6 College Hoops Stars
MILFORD, Conn. and SAN DIEGO, March 14, 2025 — Athletic Brewing Company, America’s largest dedicated non-alcoholic brewer, is setting the stage for a thrilling month and inviting basketball fans to elevate their game day experience with the launch of its new “From Tip-Off to Title” campaign.
As part of the campaign, Athletic has teamed up with top male and female college basketball athletes to encourage fans to try the company’s award-winning brews at tip-off. Athletic has signed NIL deals with The University of Connecticut’s Hassan Diara and Caroline Ducharme, The University of Southern California’s Rayah Marshall, and standout players RJ Davis in North Carolina and Jeremy Roach and Rori Harmon in Texas.
“These exceptional athletes perfectly embody the energy and intensity of basketball, and we’re thrilled they’ve chosen Athletic as their go-to brew throughout the tournament, proving that you can enjoy the biggest moments in sports Without Compromise,” said Andrew Katz, Chief Marketing Officer of Athletic.
In addition to the NIL partnerships, Athletic has debuted a new commercial entitled “The Stadium,” which will air across live sports and streaming television. The playful 15-second spot features a beverage hawker serving Athletic’s award-winning Run Wild IPA to thirsty sports fans. The campaign will also include streaming audio and podcast advertisements, high-impact digital and social media content, and customized retail point-of-sale materials.
“This campaign reinforces that Athletic is not only revolutionizing the way modern adults drink with great-tasting brews; we’re now an unforgettable part of the game day experience, ensuring fans can fully immerse themselves in the excitement of the tournament,” added Katz.
With a wide range of flavors across several brew styles, Athletic is the perfect companion for mid-day contests, late-night tip-offs, buzzer beaters, and every moment in between. Athletic is encouraging fans to game day their way with its diverse lineup of year-round brews, including Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, Athletic Lite, and Atlética Mexican-style Copper as they cheer on their favorite athletes, from Tip-Off to Title. Finding a retailer in your area is a slam dunk — just visit the Athletic storefinder.
Athletic also invites fans to join them on social media. Follow Athletic on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube for original content with Hassan Diarra, Caroline Ducharme, Rayah Marshall, RJ Davis, Jeremy Roach, and Rori Harmon.
For press inquiries, please contact:
Chris Furnari | press@athleticbrewing.com
Jack Taylor PR | athleticbrewing@jacktaylorpr.com
Additional Assets:
Brand images can be downloaded HERE.
About Athletic Brewing Company
Athletic Brewing Company is America’s largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting game-changing NA brews that can be consumed anytime and anywhere. Launched in 2018, Athletic is now the number one non-alcoholic beer brand in America1 and a top 20 U.S. brewing company2. Its award-winning brews are available nationwide at over 50,000 retailers and 25,000 on-premise venues. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™. Learn more and shop at www.athleticbrewing.com.
1 NielsenIQ, Total US xAOC + Liquor Open State + Conv, CYTD Wks ending 2/22/25.
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