"Whereas (in England) fans of Newcastle drink Newcastle Brown Ale or Fulham supporters drink Fuller's since the brewery and stadium are about 2 1/2 miles apart, in Seattle we want Redhook to be the go-to beer for Sounders' fans," said Olson.
Kansas City-based Boulevard Brewing is also no stranger to getting behind its local sports teams. In 2012, the brewery became one of the first craft brewers to become an official beer sponsor of a Major League Baseball team, when it struck a deal with the hometown Royals.
"As the largest craft brewery in the area, the visibility at the Royals' Kauffman Stadium was critical to gaining a loyal fan base locally and extending our reach beyond K.C.," said Jeremy Ragonese, Boulevard's director of Marketing. "With Sporting Kansas City, the relationship was built on a strong desire to enhance our local appeal through co-marketing."
Boulevard and Sporting KC built their partnership around the slogan "Hometown Team, Hometown Beer," and while Sporting KC may not have as large a regional following in the Midwest as the Royals, the team has managed to grab the attention of the Kansas City-area in a short time, winning an MLS championship last year.
To commemorate the team's 2013 MLS championship, Boulevard brewed a limited-release Saison-style ale, the aptly named Sporting Kansas City Championship Ale.
Ragonese said it's the ability to create this type of bond with Sporting KC fans that has allowed Boulevard to further embed itself as "Kansas City's hometown brewery."
"Sporting KC has catapulted to such a revered brand in the market in a relatively short timeframe," he said. "The partnership has only brought a deeper emotional connection with our hometown."
—By CNBC's Tom Rotunno.