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14 April 2022



14 April 2022

We are delighted to announce an exciting commercial partnership with one of the leading manufacturers of alcohol-free craft beer.

The Club has agreed to a commercial partnership with Athletic Brewing Company until 2024, with the brand becoming the exclusive supplier of alcohol-free beverages at Barnsley FC!

This latest commercial deal will see Athletic Brewing products available within all of our concession stands on matchdays, with the company's logo visible throughout Oakwell stadium, in particular at concession stalls and pitchside via our LED advertising.


Moving forward, we will see an introduction of Athletic Brewing 'Free Beer' matchdays, where the American company's products will be made available for free to Reds supporters around the ground.

Khaled El-Ahmad, Chief Executive Officer at Oakwell is pleased to welcome another valuable partner into the Club's growing corporate portfolio.

"It is fantastic to welcome Athletic Brewing into our expanding partnership portfolio at Oakwell. With great synergy between both parties, this is an opportunity to progress our ambitions to enhance the Club’s brand on an international scale.

“We’ve already had a number of exciting discussions regarding future plans and activities, as all parties involved are excited to introduce the Athletic Brewing brand and product to all our supporters and staff in the coming months.”

Bill Shufelt, Chief Executive Officer at Athletic Brewing Company spoke of his pleasure at becoming an official Club Partner of Barnsley FC.

"Athletic Brewing prides itself on not compromising on taste, performance or quality, all while delivering on its mission to provide the best alcohol-free beer to the everyday athlete.

"We're thrilled to partner with Barnsley FC and support their players and fans by bringing together our shared values of being a top performer on the field, in the locker room, before a match, celebrating a win and living life without compromise.”

The beer will be available to purchase from the stadium at all home matches from Monday 18 April 2022, as the Reds take on Peterborough United in the Sky Bet Championship.

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