Athletic Brewing Becomes Official Non-Alcoholic Beer Partner of NHL Canada

The partnership launches on October 25 at the Heritage Classic in Winnipeg, where Athletic Brewing will feature prominently through product sampling, in-stadium signage, and on-ice branding. Beyond professional broadcasts, the collaboration aims to reach amateur players across Canada via national retail campaigns and co-branded in-store displays.

Bill Shufelt, co-founder and CEO of Athletic Brewing, noted that the move is designed to embed the brand into the daily habits of hockey fans, whether they are watching from home or playing at local rinks. For the NHL, the agreement marks a shift toward diversifying its beverage partnerships to align with evolving consumer preferences. Since entering the Canadian market in 2022, Athletic Brewing has expanded its reach to over 2,500 retail outlets nationwide, positioning itself to leverage the NHL’s massive footprint to capture a larger share of the health-conscious market.