ATLANTA — SweetWater Brewing Company is the newest craft beer partner of Atlanta United, the Major League Soccer team announced Monday.
The two Atlanta-based organizations have forged a new partnership, collaborating to bring local craft beer to over 70,000 fans at Mercedes-Benz Stadium.
“We’re thrilled to partner with a proud Atlanta company like SweetWater,” said Garth Lagerwey, President and CEO of Atlanta United. “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 favorite local brewery for Atlanta United watch parties during away matches.”
The craft brews will be available at several SweetWater-branded bars on each level of the stadium. The brewery will also receive an additional bar on the 200 level and an additional bar cart to its stadium inventory. For away matches, SweetWater has plans to host several watch parties at its taproom throughout the 2024 MLS regular season.
As part of the new partnership, fans can expect some cool collaborations, with SweetWater and Atlanta United planning to launch limited edition co-branded beers and packages.
“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. This partnership is a milestone for SweetWater, considering how Atlanta United has helped establish our city as the epicenter of soccer in the United States. Atlanta United has won MLS Cup, the U.S. Open Cup and the 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,” said Ty Gilmore, President, U.S. Beer, at Tilray Brands, SweetWater’s parent company.
In celebration of the hometown partnership, Atlanta United's annual Block Party will be hosted at SweetWater Brewery on Saturday, Feb. 24, and fans are invited to watch Atlanta United open its 2024 MLS Regular Season against Columbus Crew. Doors will open at 12 p.m., with the match kicking off at 2 p.m. To purchase tickets, click here.
