Evan Williams Bourbon announced a new partnership with Learfield, the media and technology company with ties to more than 1,200 of the nation’s top collegiate properties across its enterprise, for a multiple-year deal beginning this August. 

As part of this sponsorship, the bourbon brand will be one of the first Bourbons to partner with some of our nation’s top college athletic programs, including University of Florida, Syracuse University, TCU, Ohio State University and University of Alabama. Fans cheering from the stands, kicking back at a tailgate, or coaching from their couch can join ‘Evan Williams Bourbon Nation’ to celebrate their team now that the brnad is becoming Game Day’s #1 Pour.

“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,” Molly Vincent, Senior Manager of the Evan Williams Brand, said in a news release. 

This unique and exciting partnership gives the brand the opportunity to show up everywhere fans are and help the most avid supporters show their school spirit. The partnership will be activated through in-stadium signage, branded bar spaces, and tailgate activations at the five select schools, while also being promoted through local and regional media, in store and on-premise beginning with the 2024 NCAA football season.

“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,” Shawn Hegan, Executive Vice President of Global Partnerships at Learfield, said. “We’re looking forward to building and expanding this partnership for years to come.”

The partnership also marks the debut of the brand’s national college sports platform – ‘Evan Williams Bourbon Nation’. Rolling out nationally this spring, the Evan Williams Bourbon Nation platform will target all collegiate sports fans and the broad array of college sporting events across the country with a particular focus on football and basketball. 

The platform will be supported with 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 to round out the 360-degree campaign. 

Read more: Evan Williams Announces 2024 American-Made Heroes

Welcome to Bourbon Nation, @UA_CTSN

If anyone tells us to stop talking about our new partnership: https://t.co/kNhG75sJ6V pic.twitter.com/B6WLE9LELj

— Evan Williams Bourbon (@EvanWilliamsUSA) August 20, 2024

ABOUT EVAN WILLIAMS

The flagship Bourbon of Heaven Hill Distillery, Evan Williams is among the leaders in the rapidly growing American Whiskey segment as the world’s second largest-selling Bourbon. In 1783, the brand’s namesake opened Kentucky’s First Distillery on the banks of the Ohio River. The Evan Williams Bourbon Experience (www.EvanWilliamsBourbonExperience.com) celebrates the legacy of its namesake through an immersive visitor’s center experience which brings to life the history and tradition of Kentucky’s native spirit as an official stop on the Kentucky Bourbon Trail. Learn more at www.EvanWilliams.com.