- Atlanta-based SweetWater Brewing, a subsidiary of Tilray Brands and one of the largest craft brewers in the United States, has signed on as official craft beer partner of Major League Soccer’s Atlanta United
- The brewer will play an integral role during events and open a new bar in Atlanta United’s home base, Mercedes-Benz Stadium, looking to benefit from momentum from the team’s numerous attendance records
- Tilray Brands is a global cannabis lifestyle and consumer packaged goods company active across 20 brands in more than 20 countries
- Tilray stock (TSX:TLRY) has given back 34.13 per cent year-over-year, while falling by 87.33 per cent since 2019
Atlanta-based SweetWater Brewing, a subsidiary of Tilray Brands (TSX:TLRY) and one of the largest craft brewers in the United States, has signed on as official craft beer partner of Major League Soccer’s Atlanta United FC.
The move positions the brewer to capitalize on “soccer’s explosive growth in Atlanta,” according to Tuesday’s news release, supported by Atlanta United’s considerable successes during its nine-year history, including a league title in 2018 during its second season and league records for season tickets sales (36,000-plus), single-season average attendance (53,002) and total home attendance (901,033). The city of Atlanta is scheduled to play host to eight matches during the 2026 Men’s FIFA World Cup.
SweetWater will expand its visibility at the club’s Mercedes-Benz Stadium – which is shared with the NFL’s Atlanta Falcons, and is a leader in attendance for soccer venues across the Americas – by opening a SweetWater-branded bar on the stadium’s 200 level, actively participating in the club’s community engagement and fan events, as well as launching a limited edition co-branded beer with the team.
“As Atlanta’s hometown brewery, we’re excited to become an official supporter of our city’s Major League Soccer team and find new ways to connect with our shared community. In the same way SweetWater helped establish craft brewing in Atlanta, Atlanta United has established our city as an epicenter of soccer in the United States. Atlanta United has won the MLS Cup, U.S. Open Cup and Campeones Cup, and it holds nearly every attendance record in MLS, routinely ranking in the top 25 in global soccer attendance. We look forward to joining Atlanta United in welcoming the global soccer community to our city in the summer of 2026,” Prinz Pinakatt, chief marketing officer for U.S. beer at Tilray Brands, said in a statement.
“We’re thrilled to partner with a proud Atlanta company like SweetWater,” added Garth Lagerwey, president and chief executive officer of Atlanta United FC. “Atlanta is one of the premier soccer cities in North America, and this partnership is an example of how the city has embraced our club and continues to drive us forward. In addition to SweetWater expanding its presence inside Mercedes-Benz Stadium, we’re also excited for our supporters to bring their passion directly to their favourite local brewery for Atlanta United watch parties during away matches.”
SweetWater will play host to the annual Atlanta United Block Party to mark the club’s season opener on Feb. 24 against the Columbus Crew.
Tilray Brands is a global cannabis lifestyle and consumer packaged goods company active across 20 brands in more than 20 countries.
Tilray stock (TSX:TLRY) is down by 2.35 per cent, trading at C$2.49 per share as of 10:01 am ET. The stock has given back 34.13 per cent year-over-year, while falling by 87.33 per cent since 2019, as the cannabis industry wrestles with overproduction and slow U.S. regulatory progress.
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