#Canada #Toronto #Athletic Brewing #Non-Alcoholic Beer #NHL

Athletic Brewing Company Partners with NHL in Canada

In a groundbreaking move, the Athletic Brewing Company, the leading dedicated non-alcoholic brewer in North America, has struck a multiyear partnership with the National Hockey League (NHL) to become the league's first official non-alcoholic beer provider in Canada. This partnership, announced on October 8, 2026, marks a significant step for Athletic Brewing as it aims to connect with hockey fans across the country in innovative and engaging ways.

Enhancing Fan Engagement Through Hockey

The agreement will allow Athletic Brewing to reach out to NHL fans across Canada through a variety of platforms, including league marketing, social media channels, retail promotions, and various NHL events. Included in this partnership will be unique content creation and plans for a Stanley Cup Final Sweepstakes aimed at engaging fans from coast to coast.

The excitement for this new partnership is set to kick off at the 2026 Tim Hortons NHL Heritage Classic™ in Winnipeg on October 25, where Athletic Brewing will be front and center through fan activations, product sampling, and prominent signage at the venue. Fans attending the event will have the opportunity to purchase Athletic Brewing’s products at designated concessions and hospitality areas, making it easy to enjoy a non-alcoholic beverage while cheering on their teams.

Targeting a Diverse Audience

Beyond the icing on the rink, Athletic Brewing is also excited about the potential to promote its brand to adult amateur ice hockey players and leagues throughout Canada as part of a national retail campaign. Bill Shufelt, the Co-Founder and CEO of Athletic Brewing Company, expressed his enthusiasm about the partnership, stating, "Hockey is woven into the fabric of Canadian culture, and we're thrilled to team up with the NHL to bring Athletic's great-tasting brews to fans."

Shufelt emphasized that no matter where you are—be it at home, amongst friends, or at the arena—everyone deserves a quality brew that exemplifies their lifestyle. He believes that this collaboration will provide a fantastic platform to introduce Athletic’s products to a broader audience throughout Canada, integrating the brand into the overall hockey experience.

A Winning Combination

Max Paulsen, NHL Vice President of Global Business Development, echoed this sentiment by welcoming Athletic Brewing into the NHL family. He noted the importance of creating engaging programs focused on fans, whether they are rooting for their teams from home or finishing up a game on the local rink.

The partnership will also lead to the development of co-branded television and digital advertising. This will include NHL-branded packaging and displays within retail stores across the nation, further increasing the visibility of Athletic Brewing products.

A Legacy of Craftsmanship

Founded by Bill Shufelt and John Walker, Athletic Brewing has distinguished itself in the marketplace by pioneering a unique method for brewing non-alcoholic beer, involving extensive small-batch trials to refine each stage of the process. This innovative strategy has earned them many accolades, achieving over 200 prestigious taste awards and establishing itself as a key player in the non-alcoholic beer landscape.

Launched in Canadian retail in 2022, Athletic Brewing is already available in over 2,500 outlets nationwide, with ambitions to expand its reach further into the Canadian market through this exciting collaboration with the NHL.

In the fast-evolving world of beverages, Athletic Brewing is not just carving a niche for non-alcoholic alternatives; it's changing the way modern adults enjoy beer. This partnership with the NHL is poised to amplify Athletic's reach while helping to promote healthier lifestyle choices within the sports community.

Conclusion

The partnership between Athletic Brewing Company and the NHL signifies a thoughtful engagement between a beverage brand and a beloved sport, aimed at redefining social experiences around hockey. As Athletic Brewing continues to lead the charge in the world of non-alcoholic beverages, it stands ready to redefine what it means to enjoy and celebrate the game of hockey, one refreshing non-alcoholic beer at a time.