Draft Legal: USA Triathlon Becomes First U.S. National Governing Body to Sign a Non-Alcoholic Beer Partner in Athletic Brewing Company

June 16, 2020

Connecticut-based non-alcoholic craft beer producer teams up with NGB for three-year deal

COLORADO SPRINGS, Colo.— USA Triathlon today became the first U.S. 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 Company became a pioneer in the craft beer revolution with its launch in 2018, as founders Bill Shufelt John Walker developed a high-quality line of non-alcoholic beers with all-natural ingredients to create great taste. 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 percent alcohol-by-volume (ABV) requirement in order to be considered a non-alcoholic beer by U.S. 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.

Social responsibility is core to Athletic Brewing Company’s mission. Through its Two for the Trails program, the company donates 2 percent of all sales dollars to maintaining trails and parks that are often underserved by government budget shortfalls. The company also recently dedicated a $50,000 impact fund to organizations fighting against racism, and is donating 10 percent of all online sales to support restaurant industry employees experiencing hardship in the wake of COVID-19.

Athletic Brewing Company currently sponsors U.S. professional triathlete Ben Hoffman, who placed second at the 2014 IRONMAN World Championship.

To learn more about Athletic Brewing Company and to shop online, visit athleticbrewing.com. The company is currently offering free shipping on orders of two six-packs or more.

Athletic Brewing Company’s sports sponsorship strategy and negotiations are being led by Winstate Sports Consulting.

About Athletic Brewing Company
We’re beer lovers at heart. But we also love being healthy, active, and at our best. These conflicting passions created an internal struggle. Why couldn’t these loves live in harmony? Yes, there was non-alcoholic beer – but we’re lovers of great tasting beer. Maybe it just wasn’t possible, but we had to give it a try. A few years and hundreds of recipes later, Athletic Brewing Company was born – the first brewery fully devoted to the production of non-alcoholic craft beer in the US. We craft our innovative recipes using only pure, all-natural ingredients in our custom breweries on the East and West coasts. Our intricate process lets you enjoy the refreshing taste of craft beer without the alcohol… So whether you’ve decided to cut alcohol out of your life for good, for a night, or for just one drink, Athletic Brewing Company provides an option without compromises.

About USA Triathlon
USA Triathlon is proud to serve as the National Governing Body for triathlon, as well as duathlon, aquathlon, aquabike, winter triathlon, off-road triathlon and paratriathlon in the United States. Founded in 1982, USA Triathlon sanctions more than 4,300 events and connects with more than 400,000 members each year, making it the largest multisport organization in the world. In addition to its work at the grassroots level with athletes, coaches, and race directors — as well as the USA Triathlon Foundation — USA Triathlon provides leadership and support to elite athletes competing at international events, including International Triathlon Union (ITU) World Championships, Pan American Games and the Olympic and Paralympic Games. USA Triathlon is a proud member of the ITU and the United States Olympic & Paralympic Committee (USOPC).