Sunday, July 20, 2025
Log In
Menu

Log In

American Craft Beer Gains Traction in English Soccer Pubs Through Club Sponsorship

An innovative marketing approach by a U.S. microbrewery is helping its beer find a foothold in English pubs by partnering with a local soccer club.

Daniel Schwartz
Published • 3 MIN READ
American Craft Beer Gains Traction in English Soccer Pubs Through Club Sponsorship
Mark Rogers and his son Ben, supporters of Walsall Football Club, savor beers from NoFo Brew Co, a Georgia-based microbrewery sponsoring the English team.

Seated beneath a portrait of Queen Victoria, 75-year-old Michael Walker eyed a pint of beer he found unfamiliar.

“This doesn’t taste like traditional beer,” Walker joked as he sat in the Victoria (Katz) pub, a historic establishment near Birmingham that has stood for 178 years. The brew reminded him of goat’s milk yogurt, something he credited with easing his arthritis.

Across from him, his son Steve, 52, and their friend Mark Sykes, 60, chuckled. The drink was indeed beer—a citrus-infused India Pale Ale named Cowboy’s Payday.

The choice of this particular ale reflected their support for Walsall Football Club. Cowboy’s Payday is brewed by NoFo Brew Co, an American craft brewery from Georgia, which sponsors the English soccer team. The pub itself, managed by a Walsall supporter, features a permanent tap dedicated to this brew.

Though Michael Walker, a dedicated member of the Campaign for Real Ale, an organization promoting traditional British beers, initially expressed skepticism about the modern style, his companions noticed he finished his glass before they did.

Daniel Schwartz
Daniel Schwartz

Daniel provides policy analysis, scrutinizing legislative impacts and governmental reforms across various sectors.

0 Comments

No comments yet. Be the first to comment!