Gastronomy: Michelin-starred chef David Chang creates the menus for Athletic Brewing at U.S. stadiums

This unique partnership is part of Athletic Brewing’s fall campaign, titled “All In. All Game.” The non-alcoholic beer brand is continuing its efforts to stand out in a highly competitive sector. Already well-established in stadiums, it aims to take the fan experience even further by offering dishes that pair perfectly with its beverages—all to be enjoyed right in the stands while cheering on their favorite teams.

Chef David Chang, founder of the famous Momofuku restaurant chain (which has locations as far afield as Sydney), is known worldwide for his culinary series such as *Ugly Delicious* on Netflix and *The Next Thing You Eat* on Hulu. He didn’t hesitate for a second to roll up his sleeves for this challenge: creating bold, indulgent dishes that pair well with five beers from the Athletic Brewing lineup.

This partnership with a culinary icon is radically changing the perception of non-alcoholic beer. No longer just a sober choice, it has become an integral part of a good meal and a key part of the experience of watching a game with friends.

A booming market and a long history of dominance

The success of this campaign is driven by a fundamental trend: the non-alcoholic beer market is no longer a niche market—it’s a full-blown trend. Globally, this sector is growing at an annual rate of nearly 15%.

In the United States, Athletic Brewing has established itself as the undisputed leader of this revolution, capturing more than 19% of the market share in the non-alcoholic segment on its own, ahead of the long-established industry giants. This success proves that consumers are no longer simply looking to avoid alcohol; they demand a product with exceptional taste.

The 5 exclusive food-and-beer pairings created for the stadium

To transform the fan experience, David Chang has created five high-end street food recipes, each designed to complement a specific variety from the Athletic Brewing lineup:

• The Signature Bo Ssam & the Run Wild IPA: The slow-roasted pork shoulder, served with rice and spicy Korean condiments, finds its perfect balance with the IPA’s bold bitterness and hoppy notes, which cut through the meat’s richness.
• Crispy Chicken Wings & Upside Dawn Golden: Oven-baked and subtly spiced, these chicken wings pair perfectly with a light and refreshing lager—ideal for cooling down the heat of the spices.
• Spicy Pork Buns & Free Wave Hazy IPA: These ultra-soft steamed buns filled with spicy pork pair perfectly with the tropical fruit notes of the Hazy IPA, creating a beautifully balanced sweet-and-salty contrast.
• Cold Noodles with Green Onions & Cerveza Atletica: A fresh and flavorful dish that pairs perfectly with this Mexican-style beer, brewed with light malts for maximum refreshment.
• The Smoked Beef Mini-Burger & the All Out Stout: The pulled beef and its caramelized barbecue sauce pair perfectly with the notes of dark chocolate and roasted coffee in this velvety dark beer.

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Fans' Voices: A Sense of Community in the Stands

“As a lifelong soccer fan and early investor in Athletic, I’m thrilled to be part of this campaign,” said the Korean-American chef. “For me, game day is all about getting friends together, sharing good food, and cracking open a few cold beers. These recipes were designed to pair perfectly with the lineup, and they’re really the kinds of dishes I love to have on the table when I’m watching a game.”

This isn't the brand's first foray into sports; it has already successfully sponsored the Supertri World Triathlons. At these events, engagement data showed that more than 85% of spectators surveyed appreciated being able to enjoy a festive drink without compromising their focus or well-being.

In soccer stadiums, fan feedback has been just as enthusiastic. Many point out that having access to a variety of gourmet food options paired with a specialty beer containing less than 0.5% alcohol allows them to keep the party going in a more responsible way, while enjoying a truly convivial experience.