UK Athletics Secures Multi-Year Partnership With Heaven Hill

To elevate the Big Blue Nation’s Gameday, the athletics program is collaborating with Kentucky Bourbon royalty. On Thursday, Sept. 3, UK Athletics secured a multi-year marketing partnership with the private, family-owned Heaven Hill Distillery.

Heaven Hill Brands, America’s largest family-owned and led spirits company, named Elijah Craig the official small-batch bourbon partner of the Wildcats, additionally naming Evan Williams the official bourbon partner.

The partnership feels like fate; when you think of Kentucky, it’s wildcat athletics, and quickly after, it’s bourbon. With this comes huge marketing opportunities for the university and new perks for fans on gameday when the season kicks off this fall.

Williams is elevating fan engagement by bringing the “Evan Williams Bourbon Nation” program to life, including gameday pop-ups, stadium amenities, and new limited-edition products, giving a custom experience while tailgating.

Williams also promotes the release of limited-edition, co-branded Elijah Craig and Evan Williams bottles celebrating the connection between the Commonwealth’s electric athletics and luxury distilleries.

Although our administration is the main partner, athletic director J Batt was not the kick-starter of this partnership. After months of progress, JMI Sports, UK Athletics’ multimedia rights partner, brought Heaven Hill to Batt to create the agreement, securing marketing rights.

The partnership’s roots lie in transforming UK’s premium hospitality areas.

At Rupp Arena, the Bourbon Club is being reclassified as the Elijah Craig Speakeasy, while at Kroger Field, the Longship Club is becoming the Elijah Craig Club. Both venues are receiving a full makeover built around Craig’s heritage, with custom decorations for the venues.

Kentucky fans, that’s not it, because Heaven Hill is kicking off its fan experience at an electric SEC football game on Sept. 12, when Kentucky hosts Alabama.

These exclusive gameday activities include tailgate fan zones and the physical rebranding of the Longship Club. This will also include celebrations of local Kentucky artists who paint custom gameday-themed bourbon bottles.

For Kentucky, this isn’t just another partnership; it’s a major collaboration unlocking new deals and more revenue for their programs.

Custom gameday and UK-themed bottles with blue wax tops will be sold exclusively at local retail outlets for $34.99 starting soon, but that’s the only financial information made public by this new partnership.

Get ready Wildcats, because this fall brings a brand new identity, good sports, good tailgating and last but not least, some good bourbon