The rise of non-alcoholic beer in the U.S. brings together two NFL stars

"A thletic Brewing Company , the American brewery exclusively dedicated to non-alcoholic beverages, announced a few days ago a multi-year partnership with two of the NFL’s star quarterbacks , Drake Maye and Dak Prescott. This partnership goes a bit further, as both have joined as what they call ‘athlete-owners’ and will participate in exclusive marketing campaigns for the brand.

Athletic is an increasingly established brand and is leveraging sports to reach the public. It maintains major partnerships in the world of professional American football, football, baseball, lacrosse, hockey, college sports… The brand is already present in many sports venues.

There is no doubt that both Prescott and Maye are betting big on the rise of non-alcoholic beer across the United States. In 2026, the global market for this beverage was valued at between $26.2 billion and $28.62 billion. In fact, a study published 12 months ago by Gallup (an American analytics, management consulting, and public opinion polling company), concluded that the percentage of American adults who say they drink alcohol has fallen to 54% .

This is the lowest percentage in almost 90 years , and Gallup has been tracking Americans' alcohol consumption habits since 1939 and knows market trends perfectly well. According to its study, the decline in alcohol consumption in recent years is notable.

"Athletic's growth story and its mindset of improvement immediately caught my attention" , Maye said in the statement announcing his partnership with the brewery founded by Bill Shufelt and John Walker. Prescott, for his part, stated: "As I have become more involved in the business world, I have grown increasingly selective about the opportunities I pursue and the people I choose to work with".