North America's largest dedicated non-alcoholic brewer, Athletic Brewing Company, has signed a multiyear agreement naming it an Official Non-Alcoholic Beer of the NHL in Canada — the league's first partnership of its kind with a dedicated NA brewer. The deal puts Athletic's brews in front of hockey fans through league marketing channels, retail activations, custom content, and a Stanley Cup Final Sweepstakes targeting Canadian consumers.

The Activation Plan

The partnership debuts at the 2026 Tim Hortons NHL Heritage Classic in Winnipeg on October 25, where Athletic will have in-stadium signage, an in-ice logo, product sampling, and broadcast exposure via digitally enhanced dasherboard advertising during Sportsnet's coverage. Fans attending the game will be able to purchase Athletic products at select concessions and hospitality areas — a meaningful forecourt-to-venue signal for convenience retailers tracking on-premise NA beer movement.

Beyond the Heritage Classic, the partnership extends to co-branded television, digital, and social advertising, along with NHL-branded packaging and in-store displays across Canada. Athletic also plans a national retail campaign aimed at adult amateur hockey players and recreational leagues — a grassroots channel that reaches a consumer who skews health-conscious and is already predisposed to NA options.

Why C-Store Operators Should Pay Attention

Athletic launched in Canadian retail in 2022 and has grown to more than 2,500 outlets nationwide in roughly four years. In the U.S., the brand holds the number-one NA beer position by volume (NielsenIQ, total U.S. xAOC plus liquor open state plus convenience, 52 weeks ending August 8, 2026), and it ranks among the top 15 U.S. brewing companies by production. That scale matters for c-store buyers evaluating cold-vault real estate: Athletic is no longer a specialty SKU — it's a category anchor.

The NA beer segment has been one of the fastest-growing sub-categories inside the broader beer cooler, drawing incremental purchases from consumers who want a session-appropriate option without alcohol. For convenience operators building out their dispensed-beverage and packaged-drink assortment, stocking a nationally sponsored NA brand tied to one of Canada's most-watched sports properties is a straightforward shelf decision heading into hockey season.

"Hockey is woven into the fabric of Canadian culture, and we're thrilled to team up with the NHL to bring Athletic's great-tasting brews to fans," said Bill Shufelt, Co-Founder and CEO of Athletic Brewing Company. "Whether they're watching from home, gathering with friends, or headed to the rink, we believe everyone deserves a great brew that fits their lifestyle."

NHL Vice President of Global Business Development Max Paulsen noted the league is focused on building "fan-focused programs" that reach consumers both at games and at local rinks — reinforcing that the retail footprint, not just the arena, is central to the strategy. For single-store operators and regional chains near hockey markets, that ambient demand signal has real planogram implications as the 2026–27 NHL season gets underway. C-store operators tracking better-for-you beverage trends will want to monitor Athletic's Canadian velocity data as the partnership matures.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.