Athletic Brewing and Ironman are extending their partnership through 2028 — another move that cements the NA craft brewery’s place at the intersection of beer and sports. The three-year deal keeps Athletic as the Official Non-Alcoholic Beer Partner of the Ironman and Ironman 70.3 Global Series — continuing one of the most visible brand pairings in endurance sports. The renewed agreement includes title sponsorships for two North American triathlons: the Athletic Brewing Ironman 70.3 Oceanside and the Athletic Brewing Ironman Lake Placid. Both races will continue to feature finish-line celebrations with Athletic’s non-alcoholic beers for athletes and fans. From the press release:
“We are thrilled to be continuing our partnership with Athletic Brewing, a brand that shares our commitment to celebrating active lifestyles,” said Yanni Andreopoulos, Executive Vice President of Global Partnerships at The IRONMAN Group. “The Athletic Brewing non-alcoholic beer pour on the professional athlete podiums has quickly become an iconic race-day tradition, and we look forward to creating many more moments of celebration in our sport with Athletic by our side.”
Athletic’s lineup will remain available at Ironman Villages across the United States, Canada, and the U.K., ensuring that competitors and spectators alike can raise a glass without alcohol.
A brand built around active lifestyles
The Ironman renewal reinforces Athletic’s focus on active, health-minded customers. The brand has positioned itself as the go-to beer for athletes, aligning with partners who share that identity. Here’s just a couple of recent examples. Earlier this year, Athletic extended its multi-year partnership with Arsenal Football Club, keeping Run Wild IPA and Athletic Lite on draft and in cans throughout Emirates Stadium. In September, the brewery teamed up with acclaimed chef David Chang (also an investor in Athletic) for a football-season campaign featuring non-alcoholic beer and game-day recipes. These moves aim to connect Athletic to sports, fitness, and food culture — places where drinkers are looking for balance. The Ironman is the ultimate test of athleticism, so the partnership is an exciting one.
“Crossing an Ironman finish line is one of the greatest accomplishments an athlete can achieve, and we’re proud to help celebrate those unforgettable moments with our award-winning brews,” said Bill Shufelt, Co-Founder & CEO of Athletic Brewing. “Ironman athletes embody the same perseverance and commitment that inspire our team to push boundaries in non-alcoholic brewing. Our mission has always been to craft great-tasting brews for modern, mindful adults, and we’re grateful to be part of a global endurance community defined by determination, resilience, and the pursuit of excellence.”
Fall and winter beer lineup
Since we’re crushing on Athletic, let’s maybe recap some of its latest beer offerings. The top NA brand continues to release new non-alcoholic offerings through its Pilot Program and limited seasonal runs. The latest lineup includes:
Wet Hop IPA — Brewed with fresh-picked Amarillo hops from the Pacific Northwest and used within 24 hours of harvest, this IPA is bursting with pleasant grassy notes with citrus and floral aromas, and a soft yet mildly bitter finish.
Frozen Hop IPA — Crafted with cryogenically preserved hops from Oregon’s Willamette Valley, this brew captures peak lupulin oils and aromas for bold, bright, and complex hop character — harvest-fresh flavor, frozen in time.
Dill Dreams — A gose-style brew that’s tart, briny, and herbaceous, inspired by the beloved pickle. Cucumber concentrate, Himalayan salt, and dill seed make this one a uniquely refreshing, flavor-forward experience.
Athletic is also spotlighting two limited-time offerings that celebrate the season:
Dark & Gourdy — A fall favorite, brewed with real pumpkin and a warming blend of cinnamon, nutmeg, and ginger. Smooth, balanced, and as cozy as a well-worn sweater.
Apricot Acres — A rustic farmhouse-style brew with soft sweetness from apricot and expressive yeast character — dry, refreshing, and perfect for slower moments.
All five beers are available exclusively at athleticbrewing.com while supplies last.
Looking for more info on these Ironman races?
For more information on the 2026 Athletic Brewing IRONMAN 70.3 Oceanside triathlon visit www.ironman.com/races/im703-oceanside. Additional information on the 2026 Athletic Brewing IRONMAN Lake Placid triathlon visit www.ironman.com/races/im-lake-placid. Cheers.
