Saturday December 9, 2023

Athletes Get Behind N/A

Athletic Brewing beer
Athletic Brewing
Copy Link
Link Copied
Link Copied

As the nonalcoholic beer market continues its surge, one of its leading brands has been quietly backed by a group of athlete investors.

Athletic Brewing saw sales jump 500% last year, from $2.5 million to $15 million in revenue. The brand has a 61% market share of the nonalcoholic craft segment.

It recently unveiled a list of celebrity investors including J.J. Watt, Justin Tuck and Lance Armstrong — who’ve all been involved in the brand for up to three years. 

Other high-profile backers include Momofuku founder David Chang, Tom’s Shoes founder Blake Mycoskie and sports media personality Darren Rovell.

Athletic Brewing co-founder Bill Shufelt said making three times the company’s 2020 revenue in 2021 “is a reasonable expectation.”

In 2020, the nonalcoholic beer market grew 39% to $187 million. Beer sales as a whole, however, are projected to be flat in 2020, following a 2% dip to $116 billion in 2019.

Major sports sponsors AB InBev and Heineken also have stakes in the N/A market, including the Dwyane Wade-endorsed Budweiser Zero.

Beyond the N/A segment, the alcohol business has seen a recent wave of athlete investors. 

Last year, Peyton Manning — along with brother Eli and tennis star Andy Roddick — launched Sweetens Cove Tennessee Bourbon. Others have launched their own wine brands, like Wade’s Wade Cellars and Channing Fyre’s Chosen Family.

Copy Link
Link Copied
Link Copied

What to Read

Nick Saban highest paid college football head coach.

Who Is Highest-Paid Coach in College Football?

Saban remains atop highest-paid head coaches getting over $11 million annually.
Deion Sanders with The Rock on ESPN's "College GameDay."

Deion Sanders Generated $45M In Earned Media For Colorado

From Sept.1-22, Sanders generated $45.7M for the public university.

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
podcast thumbnail mobile
Front Office Sports Today

Golf World in Chaos After Jon Rahm Joins LIV


Featured Today

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? “AG’s Office Has Not Expressed Interest In Pursuing”

The DOJ interviewed Brett Favre in early 2020.
The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference’s future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin’s interaction with the player behind lawsuit.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Multiple Locations
Multiple Locations
Creative Artists Agency
Multiple Locations
Jon Rahm tees off on the 15th hole during the first round of the PGA Championship in Rochester, New York.

Report: Jon Rahm Set to Join LIV Golf

Rahm could get the richest LIV Golf contract yet.
December 2, 2023

Ohtani’s Future Deal Takes Center Stage As Winter Meetings Kick Off

The two-way phenom is expected to sign the largest-ever player contract in U.S. team sports.
December 4, 2023

Are Tiger Woods and Nike Splitting Up? The Move Would Change Golf

A new report suggests a move could be brewing.

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
Shaquille O'Neal
December 1, 2023

A.I. Shaq? Authentic Files Trademarks Hinting at Virtual Shaquille O’Neal

Shaquille O’Neal and licensing group claim “ASK SHAQ” and “SHAQ A.I.”
November 30, 2023

Tracking Devices and Bags of Cash: A Soccer Scandal in Turkey

Former Atletico Madrid player Arda Turan is involved in the scandal.
November 30, 2023

Ronaldo Sued For $1B In Latest Fallout From Athlete Crypto Deals

Soccer superstar latest to be hit in legal fallout from crypto decline.
Red Bull Racing driver Max Verstappen of The Netherlands celebrates his victory of the Las Vegas Grand Prix at Las Vegas Strip Circuit.
November 30, 2023

The 10 Highest-Paid Formula 1 Drivers For 2023

Red Bull Racing’s Max Verstappen tops the list with $70 million.