Times are tough right now for so many cities across the country. Even worse for the small businesses that line the streets, currently shuttered and without customers. It’s easy to understand if those businesses begin backing out of sponsorships and partnerships with the grassroots clubs that count on their money to finance operations. In all parts of the country, we’re seeing this happen. Money is tight, so sponsorships are axed. But, thankfully, there are some exceptions.

The NPSL’s Cleveland SC has had a partnership with Platform Brewing for over two years and that partnership began before the club even took the field. Sam Seibert, Cleveland SC president, talked about that early connection. “Our partnership with Platform has been in the works well before our first match when I launched the club in early 2018. Platform Beer Co has been very engaged with us from the beginning. The partnership started as a referral from Jason Lansdale of Offside Marketing, a local sports marketing firm, whom is also a partner of Cleveland SC, and we came together to see how we could support each other’s businesses. This culture made a great fit for us to work together and has been well received by our fans.” And, as in any great partnership, the feeling is mutual from Platform.

For Platform Beer Co. president, Justin Carson, now is the time to highlight the things that bring people together - soccer and beer. “We were a sponsor from the very beginning and we think it’s great to bring a product where we can envision getting back onto the pitch. Our local soccer community is very passionate here in Cleveland we we feel this will be something they can rally around. Without soccer, and sports in general, it’s been a difficult time for teams and clubs of all sizes, especially lower level teams. This is something we believe in and are happy to bring to market.”

Promo video Platform and Cleveland SC’s first collaboration, Orangeaid

That “this” that Justin referred to is the newest collaboration beer between Platform and Cleveland SC. Gym Day Goals is actually the second beer the two organizations have partnered on. While the first beer, Orangeaid, was “an electrolyte sour,” Gym Day Goals is a low calorie IPA with notes of tangerine. As Justin put it, “All the flavors of an IPA without the guilt.” Seibert highlights the direct connection between athletics and the beer. “Platform is one of the most creative beer company’s I have come across…This new beer will be appealing to those that are active and diet conscious.”

That connection was at the forefront for the team at Platform throughout the process, as Justin describes it, “we went with a classic design embodying the Cleveland Soccer Club logo on the front, along with Platform’s classic design, which is represented in all our canned releases. Additionally in keeping in line with this being the athletes beer, we took a different concept with the packaging. This beer will be in a 12 oz sleek type can, think like an energy drink.”

For the man who helped bring these two companies together, Jason Lansdale (Offside Marketing), the challenges of coordinating a beer release during a pandemic are daunting, but not insurmountable. “Historically with past releases we have hosted release events on the day of release, which are also branded as Cleveland Soccer Club fan fests, and have been well attended. In today’s COVID-19 environment, we are shifting many of the marketing tactics to strong digital and social media.” Those tactics will include an inside look at the brewing and canning processes, video and photo selfies with Cleveland SC players from their homes, and a virtual release event. “This will give our fans time to either purchase at local retailers, or have it delivered to their homes by Platform, which is something they are doing for all their beers during the COVID-19 pandemic.”

Pre-orders for Gym Day Goals begin April 27. The beer will release at the main Platform Beer Co. brewery on May 1, where fans can come and purchase it or have it delivered. Keep an eye out for it in local retail outlets the week of May 4.

For more information on Platform Brewing Co. or Cleveland SC, click the links.

- Dan Vaughn