College sports beers are transforming game day traditions into fundraising powerhouses as universities partner with local breweries to create signature brews. Marquette University’s Golden Ale collaboration with Milwaukee-based Third Space Brewing exemplifies this trend, with 15% of sales supporting athletics. Signature brews now pour at stadiums, grocery stores, and alumni hubs nationwide – blending team pride with craft beer culture.
Third Space co-founder Andy Gehl highlights the dual appeal:
‘Fans crave drinks branded with their team’s logo, and they want to support businesses backing their school.’The numbers prove the strategy’s success – Learfield reports 93 universities now have alcohol licensing deals, a 57.6% annual increase.
Key drivers fueling this movement:
- Revenue sharing (Marquette earns 15% per Golden Ale sale)
- Stadium sales driving off-site purchases
- Local brewery partnerships enhancing community ties
Tennessee’s Vol Lager partnership with Yee-Haw Brewing illustrates the model’s scalability. The lager ranked among top sellers at Neyland Stadium despite 16 competing options. Deputy AD Alicia Longworth notes:
‘When 100,000 fans see Vol Lager at games, they’re more likely to buy it elsewhere.’
Cincinnati’s Cincy Light collaboration generated unexpected fan engagement, with supporters visiting bars specifically to drink the branded beer. Third Space amplified Marquette’s reach by selling co-branded merchandise alongside Golden Ale, creating cross-promotional opportunities.
While team loyalty drives initial sales, quality remains crucial. ‘If it didn’t taste good, I wouldn’t force myself to drink it,’ emphasizes Marquette season-ticket holder Joe Dobrogowski. Breweries undergo rigorous selection processes, with schools prioritizing local partners like Knoxville-based Yee-Haw and Milwaukee’s Third Space.
As NCAA programs seek sustainable revenue beyond ticket sales and TV deals, college sports beers offer a win-win solution. With $7.5 million in licensed alcohol sales last fiscal year, this trend shows no signs of slowing – proving school spirit and craft beer make a potent combination.
