Arsenal announces Athletic Brewing as its official nonalcoholic beer partner.

• Arsenal has partnered with Athletic Brewing Company, marking the first time the English soccer team has collaborated with a nonalcoholic beer brand.
• The demand for non-alcoholic and low-alcohol beer is increasing in the U.K., with a 38% increase in sales during summer match days.

Arsenal has partnered with Athletic Brewing Company, marking the first time the English soccer team has had an official nonalcoholic beer partner.

Athletic Brewing's Run Wild IPA will be available at Emirates Stadium for both men's and women's matches, and a marketing campaign and promotions will be launched in return, as stated in a press release.

The alcohol content in Run Wild IPA is less than 0.5% ABV.

"Bill Shufelt, co-founder and CEO of Athletic, stated in a release that their international presence is growing and alcohol moderation is gaining popularity worldwide, particularly among the younger generation of consumers. This partnership marks a significant step in their mission to transform the way people consume alcohol."

The sales of non-alcoholic beer are increasing in both the U.K. and the U.S., with a 38% surge in sales on match days in the U.K. this summer and a nearly 30% increase in off-premise sales of nonalcoholic beer in the U.S. year to date, according to the release.

The Premier League has partnered with Guinness 0.0 as its official nonalcoholic beer, while Formula 1 promotes Heineken 0.0.

"Our growth is supported by new partners like Athletic, allowing us to continue investing in our teams and competing for major trophies," said Arsenal's Chief Commercial Officer Juliet Slot in a release.