A Family Tradition Brewed in Gold: Marquette’s New Craft Beer Partnership

In Milwaukee, Wisconsin, the love for Marquette University’s Golden Eagles basketball runs deep, even among families who never attended the school. For Missy Vraney and Kristin Westphal, their connection to Marquette is tied to a generations-long tradition of cheering on the team. While their family didn’t attend the university, their father would often take them to games when their uncle couldn’t go. Today, their support for Marquette continues, but in a unique and modern way: through beer. Every time they purchase a Marquette Golden Ale before heading to the Fiserv Forum, they’re not only enjoying a drink but also contributing to the school they’ve grown to love. This season marks the first year of Marquette’s partnership with Third Space Brewing, a Milwaukee-based craft brewery, to sell the officially licensed Marquette Golden Ale at Golden Eagles games, as well as in local stores and the brewery’s outlets. A portion of the proceeds—15% of the revenue—goes directly back to Marquette, creating a win-win situation for fans, the brewery, and the university.

A Growing Trend in College Athletics: Beer Partnerships

The partnership between Marquette and Third Space Brewing is part of a larger, rapidly growing trend in college athletics. Universities across the country are teaming up with local breweries to create co-branded craft beers, often sold at sporting events and in stores. These partnerships not only generate revenue for the schools but also foster a sense of community and school spirit among fans. Learfield, a company that manages sports sponsorships and licensing agreements for nearly 800 colleges, reports a significant increase in such deals. In the first six months of the current fiscal year, 93 of its partner schools had licensing agreements for alcoholic beverages, a 57.6% increase from the previous year. The number of schools partnering specifically with craft breweries has more than doubled, from 16 in 2023 to 36 this year.

Fans and Breweries Embrace the Movement

The excitement among fans and breweries alike has been overwhelming. Andy Gehl, co-founder and president of Third Space Brewing, explains that people love drinking beer with their favorite school’s logo on it. It’s not just about the taste—it’s about showing support for their alma mater or favorite team. Fans feel good knowing that a portion of their purchase goes back to the university, whether it’s funding scholarships, athletics, or other programs. This sense of pride and connection is a key driver of the trend’s success. Additionally, breweries benefit from the exposure and loyalty that comes with being linked to a beloved local institution.

From Prohibition to Pints: A Shift in College Sports Culture

This trend represents a significant shift in the college sports landscape. Just a few years ago, many universities didn’t even sell alcohol at athletic events. The Southeastern Conference (SEC), for example, only allowed beer and wine sales at sporting events starting in 2019. This policy change opened the door for schools like the University of Tennessee to partner with local breweries to create signature beers. Tennessee’s Vol Lager, made in collaboration with Knoxville-based Yee-Haw Brewing Company, has become a fan favorite. Alicia Longworth, Tennessee’s deputy athletics director and chief marketing officer, notes that selling these beers at games not only boosts revenue but also strengthens fan affinity. When fans see their school’s beer being sold at the stadium, they’re more likely to buy it at grocery stores or bars, creating a lasting connection.

Success Stories Beyond Marquette

The success of these partnerships isn’t limited to Marquette or Tennessee. Other schools, like the University of Cincinnati, have also found creative ways to engage fans through craft beer. Cincinnati partnered with local brewery Rhinegeist to create Cincy Light, a beer sold at Bearcats games and around the city. The beer’s popularity extends beyond the stadium, with fans showing up at bars and restaurants just to try it while wearing their Cincinnati gear. Brian Fox, chair of the Cincy Reigns board of directors, shares stories of fans traveling to specific locations just to taste the beer, highlighting how these partnerships create a sense of community and shared pride.

The Key to Success: Local Ties and Great Taste

For these partnerships to thrive, universities and breweries must work closely together to ensure the final product is both authentic and delicious. Cory Moss, president of brand management and marketing at Learfield, emphasizes that slapping a school’s logo on a beer can isn’t enough. The beer must be high quality, and the partnership must feel genuine. Many schools choose breweries with strong local roots, like Third Space Brewing, which is located just 1.5 miles from Marquette’s campus. Joe Dobrogowski, a Marquette season-ticket holder, sums it up perfectly: “If it didn’t taste good, I wouldn’t force myself to drink it. The fact that some of it goes back to the school is just a bonus.” This combination of local pride, quality craftsmanship, and school spirit has made college-licensed beers a hit, both in the stands and beyond.