Pour It On: Evan Williams Bourbon Aligns With College Football Universities
Tuesday, August 20, 2024 at 08:48PM By Barry Janoff
August 20, 2024: This past May, organizers of college football’s Arizona Bowl signed a multi-year deal to retitle the game the "Snoop Dogg Arizona Bowl Presented by Gin & Juice By Dre and Snoop.”
Organizers said this would be the first time an alcohol partner is the presenting sponsor for an NCAA Bowl Game.
Evan Williams Bourbon has now expanded the category, signing a partnership with Learfield, a media and technology company with ties to more than 1,200 collegiate properties nationwide, for a multi-year deal focusing on fans, students and alumni of legal drinking age.
Among the universities initially involved are Florida, Syracuse, TCU, Ohio State and Alabama.
The partnership also marks the debut of Evan Williams' national college sports platform: “Evan Williams Bourbon Nation,” with marketing that “Reminds everyone to think wisely, drink wisely.”
Financial terms of the deal were not shared.
"From pre-game rituals to post-win celebrations, Evan Williams is the bourbon that scores with college sports fans and alumni," Molly Vincent, Evan Williams senior manager, said via the Heaven Hill Distillery brand.
“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."
Evan Williams said the partnership would be activated nationally through “prominent media placements in premium college sports programming along with high-reach digital advertising and social media efforts, on-premise activations, custom cocktails, consumer promotions and in-store displays
It will also be promoted through local and regional media, in-store and on-premise, in-stadium signage, branded bar spaces and tailgate activations at the five previously mentioned schools.
Evan William said its national college sports platform, “Evan Williams Bourbon Nation,” 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.”
“By integrating Evan Williams into the game day experience, we aim to enhance how fans connect with their favorite teams,” Shawn Hegan, Learfield evp-global partnership, said via the company
“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.”
Snoop Dogg’s Gin & Juice Arizona Bowl Title Sponsor
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