SweetWater Brewing Company (“SweetWater Brewing” or “SweetWater”), Atlanta’s premier craft brewer and a subsidiary of Tilray Brands, Inc. (“Tilray” or the “Company”) (NASDAQ: TLRY and TSX: TLRY), announced today that it is now an official craft beer partner of Major League Soccer’s Atlanta United. The new partnership places SweetWater at the forefront of soccer’s explosive growth in Atlanta, home to the most successful expansion franchise in the history of MLS and host city for the biggest international matches this country has ever seen.
SweetWater will expand its presence at Mercedes-Benz Stadium, one of the most attended soccer venues in the Americas1, with the opening of a third SweetWater-branded bar on the Stadium’s 200 level. SweetWater will be an integral part of Atlanta United’s community engagement and fan events throughout each season and beyond. SweetWater also has plans to launch limited edition co-branded beer and packages 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,” said Prinz Pinakatt, U.S. Beer, Chief Marketing Officer at Tilray Brands, SweetWater’s parent company.
“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…
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