Evan Williams Bourbon has 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, 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 the nation's top performing college athletic programs, including University of Florida, Ohio State University and University of Alabama.

The partnership will mark the debut of Evan Williams' national college sports platform - ‘Evan Williams Bourbon Nation’.  Rolling out nationally this spring, the 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 media placements in college sports programming along with digital advertising and social media efforts, on-premise activations, consumer promotions and in-store displays to round out the 360-degree campaign. With Evan Williams acting as the official drink of Game Day, fans from any location can join Evan Williams Bourbon Nation to support and follow their team.

Molly Vincent, senior manager for Evan Williams, commented: “From pre-game rituals to post-win celebrations, Evan Williams is the bourbon that scores with college sports fans and alumni. 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.”

Shawn Hegan, vice president of global partnerships at Learfield, added: “By integrating Evan Williams into the game day experience, we aim to enhance how fans connect with their favorite teams. 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 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.