Leading non-alcoholic brewer teams with professional quarterbacks for new campaign

MILFORD, Conn. and SAN DIEGO, Sept. 9, 2026 /PRNewswire/ — Athletic Brewing Company, America’s largest dedicated non-alcoholic brewer, today announced multi-year partnerships with star quarterbacks Drake Maye and Dak Prescott.

Through their respective agreements, Maye and Prescott have each joined Athletic Brewing as athlete-owners and will appear in dedicated marketing campaigns for the brand. The first work will run across social media as part of the company’s new “Athletic Fits” campaign.

Built around one of football’s classic strategies — misdirection — the new creative initially makes it seem as though nearby fans are captivated by the star quarterbacks. The camera eventually reveals that Maye and Prescott are not the only ones earning rave reviews.

Maye’s campaign transforms a routine throwing session into an unexpected football tailgate. As the rising star fires passes to an off-camera receiver, fans lounge just feet away with lawn chairs, a grill, a cooler, and an assortment of Athletic’s award-winning non-alcoholic brews. They offer unsolicited commentary, calling out what sound like football observations, and repeatedly distract a bemused Maye.

Prescott brings the same self-aware humor to spots set at a backyard cookout. In each, the accomplished veteran appears to command everyone’s attention as he casually tosses a football nearby. In one, guests seemingly gush over Prescott before revealing that their enthusiasm is directed at the Athletic brews in their hands. In another, the group rushes toward him, only to walk straight past him in pursuit of a fully stocked cooler.

Speaking about their respective decisions to team up with Athletic Brewing, Maye and Prescott said the company’s mission and values resonate with their approach to life on and off the field. Both pointed to Athletic’s focus on active, balanced lifestyles and its work with customers, communities, and the environment.

“Athletic’s growth story and challenger mindset immediately stood out to me,” said Maye. “The company started with an idea that many people doubted, stayed committed to its vision, and built a nationally recognized brand through hard work and determination. Becoming an athlete-owner gives me an opportunity to learn from that journey and begin building my own understanding of business and entrepreneurship.”

For Prescott, the relationship with Athletic is a natural extension of his growing business interests. He was particularly impressed by the company’s willingness to build for the long term, including its commitment to American manufacturing with dedicated non-alcoholic breweries on both coasts.

“As I’ve become more involved in business, I’ve become increasingly intentional about the opportunities I pursue and the people I choose to work with,” said Prescott. “I really admire what Bill and John have built and their willingness to challenge conventional thinking.”

Maye and Prescott each bring a distinct perspective to Athletic while reflecting shared values around leadership, teamwork, and the pursuit of progress.

“Drake and Dak are elite competitors, natural-born leaders, and thoughtful businessmen who understand what it takes to pursue ambitious goals,” said Bill Shufelt, Co-Founder and CEO of Athletic Brewing Company. “They share our belief in hard work, accountability, constant improvement, and putting the team first. We’re thrilled to welcome them as athlete-owners and introduce fans to a different side of their personalities through these campaigns. We look forward to building something special together in the years to come.”

The agreements mark the latest step in Athletic’s continued investment in sports, expanding its growing roster of professional athletes while deepening the brand’s connection with fans. Athletic is already served at more than 200 venues nationwide and maintains major partnerships spanning professional football, soccer, baseball, lacrosse, hockey, college athletics, endurance events, outdoor sports, and live music.

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. The company produces nearly 50 NA beers annually and is the best-selling NA craft beer brand in the U.S., with over 50% market share — outselling the next 100 NA craft brands combined and leading its closest competitor by 44 share points¹.

For press inquiries, please contact:
Chris Furnari, Athletic Brewing Company | press@athleticbrewing.com 

Additional Assets:
Brand images can be downloaded HERE.

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 America² and a top 15 U.S. brewing company³. Its award-winning brews are available nationwide at over 75,000 retail locations. 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.

Follow Athletic Brewing on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube to stay up-to-date on all things Athletic.

^{1, 2} NielsenIQ, Total US xAOC + Liquor Open State + Conv, Latest 52 Wks ending 8/8/26
³ Brewers Association: 2025 Annual Craft Brewing Industry Production Report

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SOURCE Athletic Brewing Company