Athletic Brewing Co., the Milford-based nonalcoholic brewer, has signed multiyear agreements with New England Patriots quarterback Drake Maye and Dallas Cowboys quarterback Dak Prescott, making the NFL stars equity holders in the company.
A company spokesperson confirmed to HBJ that both quarterbacks received equity stakes. The company did not disclose the value of the agreements nor the size of Maye’s and Prescott’s respective stakes.
The deals expand Athletic’s roster of athlete and celebrity investors, which has included former NFL players J.J. Watt and Justin Tuck, cyclist Lance Armstrong, chef David Chang and TOMS founder Blake Mycoskie.
The first work under the new agreements will appear on social media as part of a campaign called “Athletic Fits.” The ads use misdirection, initially making it appear that people around the quarterbacks are focused on them before revealing that their attention is actually on Athletic’s nonalcoholic beer.
“Drake and Dak are elite competitors, natural-born leaders, and thoughtful businessmen who understand what it takes to pursue ambitious goals,” Athletic co-founder and CEO Bill Shufelt said.
Maye said Athletic’s “growth story and challenger mindset” attracted him to the partnership and that becoming an athlete-owner would give him a chance to learn more about business and entrepreneurship.
Prescott said he was drawn to Athletic’s investment in domestic manufacturing and its long-term approach to the business.
Shufelt and John Walker founded Athletic in 2018, developing a proprietary brewing process for nonalcoholic beer. The company operates breweries in Connecticut and California and says its products are sold at more than 75,000 retail locations and served at more than 200 venues.
Athletic raised $50 million in an equity round led by General Atlantic in 2024, valuing the company at roughly $800 million, according to reports at the time. Keurig Dr Pepper invested $50 million in Athletic in 2022 in exchange for a minority stake.
The company says it has more than 50% of the U.S. nonalcoholic craft beer market, citing NielsenIQ data for the 52 weeks ended Aug. 8. Athletic said its sales exceeded those of the next 100 nonalcoholic craft beer brands combined
