Soccer continues to scissor kick its way into American culture. According to this CNN Money article, Major League Soccer (MLS) teams are worth an average of $185 million — that’s up 80 percent from four years ago. There are 22 teams today with franchise talk in L.A., Miami and 12 other cities around America. That’s good news for craft beer, as we’ve seen solid partnerships with MLS teams and breweries for quite some time.
In 2013, the Colorado Rapids soccer club announced a multiyear partnership with Odell Brewing. In 2015, Gordon Biersch Brewing Co. and the San Jose Earthquakes realized a beer partnership. Last year, the Portland Timbers’ goalkeeper concocted a beer with Widmer Brothers. Holy smokes, here are some other examples too you demanding internet freeloaders. In fact, last week, Surly Brewing Co. made public its plans to brew Rising North Pale Ale, the official beer of Minnesota United FC. From the press release:
“Honestly, we were just thrilled to have Major League Soccer in Minnesota,” says Surly Brewing owner Omar Ansari. “Being able to partner with MNUFC on the official beer for the team and its fans is icing on the cake.”
Apparently, the beer started its life as United Crushers, a beer brewed for match days at TCF Bank Stadium, Surly’s Beer Hall and some neighborhood soccer bars. The response from fans was overwhelmingly positive, and now we have Rising North Pale Ale. Fist pump. The beer will be available on draft, and we should see widespread release in 4-packs of 16-ounce cans in June. Back to the press release:
“Surly is a fantastic local brewery with a long track record of creativity and collaboration when it comes to beer making,” said MNUFC President Nick Rogers. “We’re proud that they’re honoring our arrival in MLS with Rising North and thrilled to be offering it at home matches throughout the season.”
Raising North Pale Ale Facts:
- American pale ale.
- 5.4 percent ABV.
- Highly aromatic from the multiple hop additions (pineapple, lemon, grapefruit, citrus).
- Dry-hopped with Chinook, Eureka and Mandarina Bavaria hops.
- Hazy-gold color with citrus notes.
- You can shout “Come on you Loons!” 26 percent louder with a Rising North in your hand. The science is clear.
- It’s the official beer of the Major League Soccer team Minnesota United FC.
[…] In addition to collaborations with other brewers, we are also seeing marketing arrangements with sports and entertainment partners or coffee and distilled spirits co-branding, just to name a […]