Skip to main content Skip to site footer
Club News


1 January 2023

Club News


1 January 2023

Barnsley FC is pleased to announce Athletic Brewing Company as our new front of shirt sponsor as part of the ‘Together Red’ initiative.

"At Athletic Brewing, we believe that it's important to not only produce great-tasting alcohol-free beer, but also to use our platform to make a positive impact in the world," said Bill Shufelt, Co-Founder & CEO of Athletic Brewing. "We are proud to support Alcohol Change UK and to work with Barnsley FC’s Together Red Program to promote mindful drinking."

For the month of January, the profits made on Athletic Brewing sold at Oakwell will be donated to Alcohol Change UK, a leading charity that works to reduce alcohol-related harm and to promote better health for all.

Furthermore, during January, cans of Athletic Brewing will be on sale at Oakwell for just £1 to celebrate the partnership between Athletic and Barnsley Football Club!

"As a club, we are always looking for ways to make a difference in our community and beyond," added Khaled El-Ahmad, CEO of Barnsley Football Club. "We are grateful to Athletic Brewing for their commitment to be part of our Together Red campaign in the coming months."

The Barnsley FC Together Red campaign launched in August 2022 with a goal of promoting the stance that Oakwell is a safe place for everyone, regardless of age, gender, belief, race or sexuality.

Athletic Brewing will be our third partner this season to feature as the Reds’ front of shirt sponsor, with local business Rapid Response Telecoms Ltd and local charity Barnsley Hospice adorning the front of our shirt during the 22/23 campaign so far under the Together Red campaign.

You can find out more about the work Alcohol Change UK do and Dry January® here.

Reds fans can get their hands on an Athletic Brewing 22/23 shirt by taking their blank shirt to our Reds Superstore for printing, or by purchasing a brand new shirt online or in store!

About Barnsley FC's Together Red campaign:

The initiative stands against discrimination of all kinds and represents a zero-tolerance of such behaviour at Barnsley Football Club. As a Club, players, staff, partners and supporters are to stand shoulder to shoulder against inequality and hate, bearing the responsibility to act and positively influence our community.

About Athletic Brewing Company:

Athletic Brewing was founded in 2017 by Bill Shufelt and John Walker. It is America’s leading producer of alcohol-free craft beer and launched in the UK in 2021. Athletic has won dozens of prestigious brewing awards. In 2022, Athletic was ranked as the 26th fastest-growing private company in America by Inc. Magazine and named to TIME’s ‘100 Most Influential Companies’ list. Athletic was also featured on Fast Company's ‘Brands That Matter’ list in 2021. Athletic operates two custom breweries in the U.S., and its ‘Two For The Trails’ initiative donates 2% of all sales to protecting and restoring outdoor spaces across the globe. Plus, as a part of its IMPACT Program, 1% of revenue goes to non-profit organisations that support positive impact and opportunity from the ground up. As of 2022, Athletic Brewing is proudly a Certified B Corporation™. Its full-flavoured alcohol-free craft brews are made in the USA and are available for purchase on

About Alcohol Change UK:

Alcohol Change UK will be running their ‘Dry January®’ campaign during the opening month of the year. Dry January® entails going alcohol-free for the whole month using Alcohol Change UK's tools and resources, with the ‘Try Dry®’ app helping people keep track of their progress. People who sign up also receive daily support emails throughout the month.


Advertisement block

iFollow Next Match Tickets Account