The long game: Why Athletic Brewing is doubling down on endurance sponsorships

November 13, 2025

If a product is good enough for the athletes who compete in Ironman races—grueling, 140.6-mile triathlons that take place around the world—then it’s probably good enough for just about anyone.

That’s the message that the marketing team at Athletic Brewing, the non-alcoholic beer company that has been an official Ironman sponsor going on five years, is hoping to convey through its sponsorship efforts of the races.

“The Ironmen and women are our torture test,” Athletic Brewing CMO Andrew Katz told Marketing Brew. “These are hardcore athletes. They obviously take their training really seriously, they obviously are competitors, and if they embrace the brand, then that’s a really good sign.”

Non-alcoholic beer sales are surging, with the category on track to surpass ale as the second-largest beer category this year, and as Gen Z is drinking less than other age groups, the market for NA booze brands is increasingly competitive. Athletic Brewing, which was valued at $800 million last year, is looking to endurance sports to help the brand gain distance on its competition. Marketing Brew