# Athletic Brewing Announces New CMO Amid Marketing Expansion Non-alcoholic beer brand ramps up sports sponsorships and national media investments. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-09-02 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/27810a00-6160-448e-882e-fba316fc8735 ## Athletic Brewing's New Leader Non-alcoholic beer pioneer Athletic Brewing has appointed a new CMO to strengthen its marketing strategies. The company has recently made significant investments in sports sponsorships. This appointment signals the brand's growth ambitions. Increasing competition in the non-alcoholic beverage sector is pushing companies to make more aggressive marketing moves. ## Focus on Sports Sponsorships Athletic Brewing has signed sponsorship deals with various sports organizations in the past year. These moves aim to increase brand awareness. The company has also doubled its advertising spend on national media channels. They specifically target younger consumers who embrace healthy lifestyles. Marathon and fitness event sponsorships stand out among their initiatives. ## Non-Alcoholic Beer Market Growth The global non-alcoholic beer market is expected to exceed $30 billion by 2025. Athletic Brewing is pursuing an aggressive marketing strategy to capture this growth. The company aims to maintain its market leadership in the US. Data shows non-alcoholic beverage consumption has increased by 35% over the past five years. This trend is causing brands to increase marketing budgets. ## New CMO's Background The newly appointed CMO is an experienced marketing leader who previously worked with major consumer brands. They specialize in digital transformation and brand positioning. Athletic Brewing's CEO stated the new CMO's sports marketing experience is crucial for the company. Among the first priorities will be increasing brand awareness among younger demographics. ## Increased Advertising Spend Athletic Brewing has doubled its advertising budget on national TV and digital platforms this year. 60% of the marketing budget now goes to sports-related channels. The company aims for greater media presence compared to competitors. They're reportedly in talks for advertising during major events like the Super Bowl. ## Healthy Lifestyle Trend Post-pandemic health consciousness is rapidly growing the non-alcoholic beverage market. Athletic Brewing positions its products as 'part of a fit lifestyle.' Surveys show 45% of consumers aged 25-40 prefer non-alcoholic alternatives. The brand focuses on content and influencer partnerships targeting this demographic. ## Competitive Landscape Athletic Brewing faces strong competitors like Heineken 0.0 and Budweiser Zero in the non-alcoholic beer market. The company differentiates through premium positioning and sports-focused marketing. They increased market share from 12% to 15% in Q1 2023. Analysts predict the brand will continue sponsorships to sustain this growth. ## The Future of Marketing Athletic Brewing's new CMO appointment and increased marketing investments could mark an industry turning point. The company aims to mainstream non-alcoholic beer. Experts estimate sports marketing could increase brand awareness by 40%. These moves may permanently shift consumer preferences and set new market standards. ## Sources covering this story - https://www.marketingdive.com/news/athletic-brewing-appoints-new-cmo-amid-marketing-push/829349/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._