Multiyear agreement will connect Athletic Brewing with hockey fans across Canada through NHL events,
content, activations, and more
TORONTO and NEW YORK, Oct. 8, 2026 /PRNewswire/ — Athletic Brewing Company, North America’s largest dedicated non-alcoholic brewer, and the National Hockey League (NHL®) today announced a multiyear Canadian partnership naming Athletic Brewing Company an Official Non-Alcoholic Beer of the NHL in Canada and the NHL’s first-ever dedicated non-alcoholic beer partner.
Through the agreement, Athletic Brewing will connect with NHL fans across Canada via League marketing, digital and social media channels, retail activations, and NHL events. The partnership will also include unique, custom content, and plans for a Stanley Cup Final Sweepstakes designed to engage fans across Canada.
Athletic Brewing’s partnership with the NHL will be showcased at the 2026 Tim Hortons NHL Heritage Classic™ in Winnipeg on October 25 through fan activations, product sampling, in-stadium signage, an in-ice logo, and broadcast visibility via digitally enhanced dasherboard advertising during Sportsnet’s game coverage. Fans attending the game will also be able to purchase Athletic brews across select concessions and hospitality areas.
The partnership will also create opportunities for Athletic Brewing to promote the brand to adult amateur hockey players and leagues across Canada through a national retail campaign.
“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,” said Bill Shufelt, Co-Founder & CEO of Athletic Brewing Company. “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. This partnership gives us an incredible platform to introduce Athletic to more consumers across Canada and become a meaningful part of the hockey experience.”
“We are proud to welcome Athletic Brewing Company, a non-alcoholic brewing pioneer, to the NHL family,” said Max Paulsen, NHL Vice President, Global Business Development. “We look forward to building impactful fan-focused programs together to engage our passionate fans in Canada, whether they are watching the NHL or coming off the ice after playing a game at their local rink.”
Athletic Brewing will also bring the partnership to life through co-branded television, digital, and social advertising, along with NHL-branded packaging and in-store displays across Canada.
Founded by Bill Shufelt and John Walker, Athletic pioneered a proprietary method for making non-alcoholic beer, re-engineering nearly every step of the brewing process through hundreds of small-batch trials. This innovative approach has made Athletic the most highly awarded non-alcoholic brewer of the past decade, with more than 200 prestigious taste awards. Athletic launched in Canadian retail in 2022 and is now available in more than 2,500 outlets nationwide.
About Athletic Brewing Company
Athletic Brewing Company is America’s largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting full-flavored NA brews that can be enjoyed anytime and anywhere. Launched commercially in 2018, Athletic is the number one non-alcoholic beer brand in America1 and a top 15 U.S. brewing company2. Its award-winning brews are available at over 75,000 retail locations across America. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™. Learn more and shop at www.athleticbrewing.com.
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1 NielsenIQ, Total US xAOC + Liquor Open State + Conv, Latest 52 Wks ending 8/8/26
2 Brewers Association: 2025 Annual Craft Brewing Industry Production Report
About the NHL
Founded in 1917, the National Hockey League (NHL®) consists of 32 Member Clubs and showcases the world’s best hockey players competing for the most revered trophy in professional sports – the Stanley Cup. Each team roster reflects the League’s international makeup with Players from more than 20 countries represented.
The League reaches hundreds of millions of fans worldwide through live game attendance, television, radio, digital platforms, and social media. Fans in more than 250 countries and territories engage with the NHL through a global network of media partners, including ESPN, TNT Sports and NHL Network in the United States; Prime Video, Sportsnet and TVA Sports in Canada; and SiriusXM NHL Network Radio™, Sports USA and TuneIn. Fans around the world can also stream NHL games in nearly 200 countries and territories via NHL.TV on DAZN. NHL.com and the NHL App provide fans with access to scores, statistics, highlights, news, and original content, while NHL Productions creates compelling programming that brings fans closer to the players, teams, and personalities that define the game.
The NHL is committed to fostering inclusive, healthy, and vibrant communities through hockey. Through NHL Unites, the League’s social impact platform, the NHL works to ensure that hockey is welcoming and accessible to all, celebrating fans, players, and communities of every background. For more information, visit NHL.com.
Additional Assets:
Brand images can be downloaded HERE.
Media Contacts:
Chris Furnnari
Sr. Communications Manager
Athletic Brewing Company
press@athleticbrewing.com
Brad Klein
NHL Communications
bklein@nhl.com
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SOURCE Athletic Brewing Company
