Ellie Roebuck has been named as the new brand ambassador to alcohol-free craft brewery, Athletic Brewing.
The US brand has brought in the England and City keeper as it seeks to increase its presence in the UK.
As part of the agreement, Roebuck will promote Athletic Brewing on social media and make appearances on its behalf. It comes ahead of the 2023 Women’s World Cup in July.
“I’ve partnered with Athletic Brewing Company because they are determined to do things differently,” said Roebuck.
“A lot of what I stand for as an athlete aligns with their brand, and I’m incredibly excited to work closely with them to give back to my local community which helped shape who I am today.”
Athletic Brewing has said it will donate 100% of profits from the sale of its latest release, Trailblazer Hoppy Helles, to Women in Sport – a charity selected by Roebuck. The charity is dedicated to transforming sport for the benefit of every woman and girl in the UK.
“We are thrilled to be working alongside Ellie Roebuck and Women in Sport,” said Bill Shufelt, Co-Founder, and CEO of Athletic Brewing.
“We share a common goal of promoting mindfulness and inclusiveness, and we look forward to empowering all generations of UK athletes.”
The brand first arrived in the UK in 2021 and has expanded its presence with products at more than 300 Tescos.
It owns and operates 2 large-scale breweries in San Diego, California, and Milford, Connecticut. Its Connecticut facility, which opened in mid-2022 and spans 150,000 sq. ft., is believed to be the largest dedicated alcohol-free brewery in the world.
