Columbia Athletics Announces New Partnership With Lyre's Non-Alcoholic
3/31/2026 10:00:00 AM | General
Includes special activations with Columbia football, men’s and women’s tennis events
NEW YORK – Columbia Athletics today announced a new multi-year partnership with Lyre's Non-Alcoholic, a leading global non-alcoholic spirits brand. The partnership makes Lyre's Non-Alcoholic an Official Partner of Columbia Athletics and marks its first collaboration in the collegiate athletics space.
As part of the partnership, Lyre's Non-Alcoholic will introduce its premium non-alcoholic beverages to Columbia game day and event experiences, bringing a sophisticated alcohol-free option to fans. The collaboration reflects growing demand for elevated, mindful drinking choices and aligns naturally with the health and lifestyle-focused campus culture.
Lyre's Non-Alcoholic will launch the partnership with onsite activations at select Columbia home games, offering fans the opportunity to sample its products. Scheduled appearances include women's tennis (Sunday, April 5 vs. Yale), men's tennis (Saturday, April 18 vs. Harvard), and football (Saturday, October 3). Lyre's Non-Alcoholic will also have a featured presence at Columbia's 2026 Homecoming game against Dartmouth on October 24.
JMI Sports, the multimedia rights holder for Columbia Athletics operating locally as Lions Sports Marketing, played a key role in facilitating the partnership and introducing Lyre's Non-Alcoholic to Columbia's fan base.
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ABOUT LYRE'S
Lyre's is redefining what it means to drink well. We're the world's most awarded non-alcoholic spirits brand, crafting complex, full-flavored alternatives using the finest natural essences sourced from around the globe. Everything we make pays tribute to the classics—just without the alcohol—so you still get the taste, the moment, the experience.
From elegantly crafted spirit alternatives to ready-to-drink offerings and sparkling non-alcoholic wines, every detail is considered. Each product is low-calorie, vegan, and free from gluten, dairy, nuts, and eggs—designed to be as inclusive as it is refined. Lyre's is a modern way to socialize and gather — made for everyone at the table.
As part of the partnership, Lyre's Non-Alcoholic will introduce its premium non-alcoholic beverages to Columbia game day and event experiences, bringing a sophisticated alcohol-free option to fans. The collaboration reflects growing demand for elevated, mindful drinking choices and aligns naturally with the health and lifestyle-focused campus culture.
Lyre's Non-Alcoholic will launch the partnership with onsite activations at select Columbia home games, offering fans the opportunity to sample its products. Scheduled appearances include women's tennis (Sunday, April 5 vs. Yale), men's tennis (Saturday, April 18 vs. Harvard), and football (Saturday, October 3). Lyre's Non-Alcoholic will also have a featured presence at Columbia's 2026 Homecoming game against Dartmouth on October 24.
JMI Sports, the multimedia rights holder for Columbia Athletics operating locally as Lions Sports Marketing, played a key role in facilitating the partnership and introducing Lyre's Non-Alcoholic to Columbia's fan base.
###
ABOUT LYRE'S
Lyre's is redefining what it means to drink well. We're the world's most awarded non-alcoholic spirits brand, crafting complex, full-flavored alternatives using the finest natural essences sourced from around the globe. Everything we make pays tribute to the classics—just without the alcohol—so you still get the taste, the moment, the experience.
From elegantly crafted spirit alternatives to ready-to-drink offerings and sparkling non-alcoholic wines, every detail is considered. Each product is low-calorie, vegan, and free from gluten, dairy, nuts, and eggs—designed to be as inclusive as it is refined. Lyre's is a modern way to socialize and gather — made for everyone at the table.
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