September 29, 2025Keith Gribbins
A new kind of game day pairing
Athletic Brewing Co. has tapped acclaimed chef and entrepreneur David Chang for its fall campaign, “All in. All game.” The initiative highlights food and non-alcoholic beer pairings tailored for football season. Chang, best known as the founder of Momofuku, is also an investor in Athletic. For this campaign, he developed five recipes to match Athletic’s lineup of brews. The dishes range from crispy baked wings paired with Athletic Lite to his iconic Bo Ssam, which he matched with Run Wild IPA. The goal is to make game day gatherings feel complete without alcohol. Fans can explore Chang’s full lineup of recipes and brew pairings on Athletic Brewing’s website. From the press release:
“As a lifelong football fan and early investor in Athletic, I’m thrilled to be part of this campaign,” said Chang. “Football season has always been one of my favorite times of year. For me, game day is all about getting the crew together, sharing some delicious bites, and cracking a few cold brews. These recipes were designed to pair perfectly with Athletic’s year-round lineup, and they’re the types of dishes I actually want on the table when I’m watching a game.”
Chang’s ongoing collaboration with Athletic
This fall effort builds on Chang’s growing connection to Athletic Brewing. Earlier in 2025, he joined four other chefs to help launch Aftershift, a limited-release non-alcoholic beer brewed in support of Mental Health Awareness Month. That project benefited the Southern Smoke Foundation, a nonprofit that provides mental health support for food and beverage workers nationwide. For Athletic, these chef collaborations underline how non-alcoholic beer can be part of food culture as much as bar culture. The brewery continues to position itself as a player that bridges both worlds.
Athletic strengthens ties with sports
Athletic has always marketed to athletes, and it recently expanded its sports footprint. In July, the company renewed its deal with Arsenal Football Club. Under the extension, Athletic remains the club’s official non-alcoholic beer partner. Run Wild IPA and Athletic Lite are now available throughout Emirates Stadium, both in cans and on draft. The agreement also includes plans for a co-branded brew later this season. The Arsenal renewal follows a debut season that saw non-alcoholic beer sales at Emirates more than double year-over-year. It shows that NA options are no longer niche on matchdays but part of the mainstream stadium experience.
Music partnerships expand reach
Athletic also made inroads in live music this year. In February, the brewery signed a multi-year agreement with Live Nation, making it the official non-alcoholic beer partner at more than 100 U.S. concert venues. The deal extends to major festivals including Bonnaroo, BottleRock, Festival La Onda, and Two Step Inn. Concertgoers can now find Athletic staples like Upside Dawn Golden and Free Wave Hazy IPA at concession stands, and the brewery has built sampling programs and backstage availability into the partnership. The approach puts non-alcoholic beer directly into cultural moments where drinking choices are often limited.
Final thoughts
The collaboration with Chang is the latest sign of Athletic’s broader strategy. The brewery has moved beyond the craft beer niche into sports, music, and food culture. By doing so, it has increased visibility for non-alcoholic beer and normalized it in settings where traditional beer has long dominated. For independent breweries watching the category, Athletic’s year shows how fast NA beer is growing and how partnerships outside the industry can open new doors.
