Just in Time for Football Season, Evan Williams Bourbon Partners With Top Collegiate Sports Programs Including Alabama and Ohio State
Evan Williams Bourbon is partnering with a media and technology company that has access to some of the top college sports teams in the country. (Photo: AP Photo/Butch Dill)
On Tuesday, Evan Williams Bourbon announced a multi-year partnership with Learfield, a media and tech company that has connections to some of the top collegiate athletics programs in the U.S. The bourbon brand will become the bourbon partner of some of the top college sports programs like Ohio State, Alabama, Florida, Syracuse and TCU.
“From pre-game rituals to post-win celebrations, Evan Williams is the bourbon that scores with college sports fans and alumni,” Evan Williams Senior Manager Molly Vincent said in a news release. “We’re thrilled to bring Evan Williams together with this very loyal and enthusiastic audience who appreciates the excitement of a great play as much as a great pour and knows how to celebrate responsibly.”
As part of the partnership, Evan Williams and Learfield will feature signage in the stadiums, tailgate activations at five universities and branded bars on site. Both brands additionally shared that local media will promote the partnership, and Evan Williams bourbon will be featured at bars and retail shops throughout the 2024 NCAA football season.
This partnership with Learfield marks the debut of the bourbon brand’s college sports platform: “Evan Williams Bourbon Nation.”
The platform focuses on college sports fans and shines a light on college sporting events across the U.S., paying particularly close attention to football and basketball. Evan Williams Bourbon Nation features social and digital media activations, in-store displays, custom cocktails and more.
In May, the Heaven Hill-owned brand unveiled limited-edition bottles of Evan Williams Kentucky Straight Bourbon and Evan Williams 1783 Small Batch to honor veterans as part of the brand’s American Made Heroes Foundation. The rare releases amplify veterans’ stories and offer monetary aid to nonprofits that help those who served.
The brand’s partnership with Learfield marks a significant milestone for Evan Williams Bourbon in that it cemented Evan Williams as one of the first bourbons to partner within the collegiate sports arena.
“By integrating Evan Williams into the game day experience, we aim to enhance how fans connect with their favorite teams,” Learfield Executive Vice President of Global Partnership Shawn Hegan said. “We’re not just bringing a great bourbon to the fans — we’re creating new ways for people to enjoy and celebrate their passion for college sports. We’re looking forward to building and expanding this partnership for years to come.”
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