Drake Maye becomes athlete-owner of beverage brand sold at over 75,000 US retail locations; Patriots quarterback joins Athletic Brewing

Athletic Brewing Company, which describes itself as America's largest dedicated non-alcoholic brewer, announced on 9 September 2026 that quarterbacks Drake Maye and Dak Prescott have joined the business as athlete-owners under multi-year partnerships. According to the press release of Athletic Brewing published in PR Newswire, its brews are available at over 75,000 retail locations nationwide. The release states that Athletic launched commercially in 2018, operates custom breweries in Connecticut and California, and holds over 50% share of the US non-alcoholic craft beer market. Maye and Prescott will appear in dedicated marketing campaigns, with the first work running across social media as part of the "Athletic Fits" campaign.Why did Drake Maye become an equity partner in Athletic BrewingAthletic's brews are "available nationwide at over 75,000 retail locations." The company states that it launched commercially in 2018, is the number one non-alcoholic beer brand in America (citing NielsenIQ) and is a top 15 US brewing company (citing the Brewers Association's 2025 Annual Craft Brewing Industry Production Report). It operates custom breweries in Connecticut and California and is a Certified B Corporation.The release says Athletic was founded by Bill Shufelt and John Walker, and produces nearly 50 non-alcoholic beers annually. It describes the company as the best-selling non-alcoholic craft beer brand in the US, with over 50% market share, outselling the next 100 non-alcoholic craft brands combined and leading its closest competitor by 44 share points. The market data is attributed to NielsenIQ for the latest 52 weeks ending 8 August 2026. The company also says it has won more than 200 taste awards.Why did Maye join Athletic BrewingBoth quarterbacks said the company's mission and values resonate with their approach to life on and off the field, according to the release. It adds that they pointed to Athletic's focus on active, balanced lifestyles and its work with customers, communities and the environment. Maye is quoted as saying: "Athletic's growth story and challenger mindset immediately stood out to me. The company started with an idea that many people doubted, stayed committed to its vision, and built a nationally recognized brand through hard work and determination. Becoming an athlete-owner gives me an opportunity to learn from that journey and begin building my own understanding of business and entrepreneurship."Bill Shufelt, Co-Founder and CEO of Athletic Brewing Company, is quoted in the release as saying: "Drake and Dak are elite competitors, natural-born leaders, and thoughtful businessmen who understand what it takes to pursue ambitious goals. They share our belief in hard work, accountability, constant improvement, and putting the team first. We're thrilled to welcome them as athlete-owners and introduce fans to a different side of their personalities through these campaigns. We look forward to building something special together in the years to come."How does Athletic Brewing's new campaign use misdirectionAccording to the release, the new creative is built around misdirection, "one of football's classic strategies." In Maye's spot, a routine throwing session turns into an unexpected tailgate. Fans lounge just feet away with lawn chairs, a grill, a cooler and an assortment of Athletic's non-alcoholic brews. The release says they offer unsolicited commentary and repeatedly distract a bemused Maye. Prescott's spots are set at a backyard cookout, where the release says guests seemingly gush over him before revealing that their enthusiasm is directed at the Athletic brews in their hands.The company describes the agreements as the latest step in its investment in sports, expanding its roster of professional athletes. It says Athletic is served at more than 200 venues nationwide and maintains major partnerships spanning professional football, soccer, baseball, lacrosse, hockey, college athletics, endurance events, outdoor sports and live music. Press enquiries are handled by Chris Furnari at Athletic Brewing Company.You use AI every day. Now get your AI Quotient. Take the AIQ test.