The Deal
Athletic Brewing Company, North America's largest dedicated non-alcoholic brewer, has signed a multiyear agreement naming it an Official Non-Alcoholic Beer of the NHL in Canada — the league's first partnership of its kind with a dedicated NA brand. The arrangement covers league marketing channels, digital and social media, retail activations, and live NHL events, with a Stanley Cup Final Sweepstakes among the fan-engagement components.
The partnership debuts at the 2026 Tim Hortons NHL Heritage Classic in Winnipeg on October 25, where Athletic will activate through fan sampling, in-stadium signage, an in-ice logo, and digitally enhanced dasherboard advertising during Sportsnet's broadcast. Attendees will be able to purchase Athletic brews at select concessions and hospitality areas — a meaningful on-premise foothold for a brand that has built most of its North American volume through off-premise retail.
Canadian Market Position
Athletic entered Canadian retail in 2022 and now distributes through more than 2,500 outlets nationwide. The NHL deal gives the brand a high-visibility vehicle to accelerate that distribution curve. Co-branded television, digital, and social advertising, along with NHL-branded packaging and in-store displays, are planned for the Canadian market — a playbook that should drive measurable lift in both trial and repeat purchase at retail.
The partnership also targets adult amateur hockey players and recreational leagues across Canada through a national retail campaign. That grassroots layer matters: Canada's amateur hockey infrastructure runs deep, and product sampling at rink-adjacent retail is a proven route to habitual purchase among active adults who want a full-flavored option without alcohol. Athletic has logged more than 200 taste awards globally, which gives distributors and category buyers a quality narrative to support shelf placement.
Operator and Channel Implications
For foodservice operators — particularly arena concessionaires, sports bar operators, and hospitality accounts tied to NHL venues — Athletic's NHL platform signals growing mainstream demand for non-alcoholic beer on draft and in packaged form. The NA beer segment has outpaced the broader beer category for several consecutive years, and a league-level endorsement from a 32-team property reaching fans in more than 250 countries adds institutional credibility that accelerates on-premise buyer conversations.
Bill Shufelt, Co-Founder and CEO of Athletic Brewing, framed the rationale squarely around occasion and accessibility: "Whether they're watching from home, gathering with friends, or headed to the rink, we believe everyone deserves a great brew that fits their lifestyle." NHL Vice President of Global Business Development Max Paulsen noted the league's interest in building "fan-focused programs" that reach Canadians both as spectators and as active participants in the sport.
Athletic's U.S. footprint — more than 75,000 retail locations, the number-one NA beer brand per NielsenIQ data through August 2026, and top-15 status among all U.S. brewing companies per the Brewers Association — gives the brand the supply-chain depth and brand recognition to execute a cross-channel Canadian program without straining fulfillment. The company operates dedicated breweries in Connecticut and California, a capacity base that has supported its rapid retail and on-premise expansion across North America.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
