PC: Athletic Brewing Company,
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. Its brews are available at over 75,000 retail locations nationwide, according to the press release of Athletic Brewing published in PR Newswire. 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. Both 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.”
The new creative is built around misdirection, “one of football’s classic strategies, according to the release. 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.
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.
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.”