Live Nation Entertainment announced on February 11, 2025, a new multi-year partnership with Athletic Brewing Company, making it the official non-alcoholic beer partner for over 100 Live Nation concert venues across the U.S. and four major music festivals.
This collaboration responds to a growing consumer demand, with 70% of live music fans expressing a desire for more non-alcoholic beverage options at concerts. Athletic's popular brews, such as Run Wild IPA and Upside Dawn Golden, will be available at these locations.
The partnership not only expands beverage choices for concertgoers but also creates new sponsorship revenue streams for Live Nation. It aims to enhance the fan experience by providing inclusive options and aligns with evolving lifestyle trends in the live music scene.
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