'Evan Williams Bourbon Nation' platform aims
to enhance the game day experience for collegiate sports fans
around the country in a multi-year deal beginning this fall
BARDSTOWN, Ky., Aug. 20,
2024 /PRNewswire/ -- Evan
Williams Bourbon today 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, Evan
Williams 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 Kentucky's 1st Distiller is
becoming Game Day's #1 Pour.
"From pre-game rituals to post-win celebrations, Evan Williams is the bourbon that scores with
college sports fans and alumni," said Molly
Vincent, Senior Manager of the Evan Williams 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."
This unique and exciting partnership gives Evan Williams 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.
The time and passion needed for crafting a great bourbon like
Evan Williams is equal to the
enthusiasm and dedication of die-hard fans supporting their teams.
Touting some of the most wide-reaching, loyal fan and alumni bases
in college sports, Evan Williams
will cultivate new and exciting ways to give fans of these
universities across the country the connection to the game day
experience.
"By integrating Evan Williams
into the game day experience, we aim to enhance how fans connect
with their favorite teams," said Shawn
Hegan, Executive Vice President of Global Partnerships at
Learfield. "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."
The partnership also marks the debut of Evan Williams' 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.
Evan Williams and Learfield are
thrilled to bring Game Day's #1 Pour to college sports
enthusiasts across the country seeking to responsibly celebrate
their favorite sports and teams.
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. Many years and barrels
later, Evan Williams Bourbon is
still produced the right way, using the same time-honored methods.
As an American-made and American-owned brand, Evan Williams has recognized true American
heroes through their exceptional stories of honor and bravery on
special edition American-Made Hero labels for the past nine years,
now supported by the American-Made Heroes Foundation Fund. The Evan
Williams Bourbon Experience (www.EvanWilliamsBourbonExperience.com)
celebrates the legacy of Evan
Williams 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. Heaven Hill
reminds everyone to think wisely, drink wisely®.
ABOUT LEARFIELD: Learfield is the leading media and
technology company powering college athletics. Through its digital
and physical platforms, Learfield owns and leverages a deep data
set and relationships in the industry to drive revenue, growth,
brand awareness, and fan engagement for brands, sports, and
entertainment properties. With ties to over 1,200 collegiate
institutions and over 12,000 local and national brand partners,
Learfield's presence in college sports and live events delivers
influence and maximizes reach to target audiences. With solutions
for a 365-day, 24/7 fan experience, Learfield enables schools and
brands to connect with fans through licensed merchandise, game
ticketing, donor identification for athletic programs, exclusive
custom content, innovative marketing initiatives, NIL solutions,
and advanced digital platforms. Since 2008, it has served as title
sponsor for the acclaimed Learfield Directors' Cup, supporting
athletic departments across all divisions.
IMAGES: Download here
MEDIA CONTACT:
Kaitlynn West
Heaven Hill Brands
kwest@heavenhill.com
(502) 413-0230
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SOURCE Heaven Hill Brands