MILWAUKEE — Missy Vraney and Kristin Westphal may not have attended Marquette University, nor did their families, but a strong tradition of attending Golden Eagles basketball games has persisted through the generations. Vraney reminisces, “Whenever our uncle wasn’t available, our father would take one of us, ensuring we alternated.”
The two sisters continue to show their support for Marquette, though now their contributions come in the form of purchasing craft beer rather than tuition payments. Each time they buy a Marquette Golden Ale before settling into the stands at Fiserv Forum, they contribute to the university’s community spirit. This year marks a significant milestone, as Marquette has entered a partnership with Third Space Brewing, a Milwaukee-based brewery, to offer Marquette Golden Ale—an officially licensed and co-branded drink—at both sporting events and local retail outlets. Notably, 15% of the proceeds from this initiative are directed back to Marquette.
Andy Gehl, the co-founder and president of Third Space Brewing, expressed enthusiasm for the venture: “People are incredibly excited about this. Fans appreciate drinking a beer that showcases their favorite sports team’s branding, and they enjoy supporting businesses that support their university.”
This initiative aligns with a growing trend in college athletics fundraising. Learfield, a sports sponsorship management firm that oversees alliances for over 160 universities and nearly 800 colleges, reported a significant uptick in licensing agreements for alcoholic beverages. In the first half of the current fiscal year, 93 universities had such licensing deals, reflecting a 57.6% increase from fiscal year 2023, where 59 schools had similar agreements. Specifically, the number of institutions partnering with craft breweries has more than doubled—rising from 16 to 36 within the same timeframe.
Cory Moss, president of Learfield’s brand management and marketing division, noted that he would have found such growth surprising just a few years ago. However, increased interest from educational institutions and local breweries in forming partnerships changed that perspective. “When universities committed to these partnerships and the craft industry took it seriously, we began to see substantial growth,” Moss explained.
The surge in licensing deals marks a notable shift in the college sports sector, particularly as many institutions previously prohibited the sale of alcohol at athletic events. It wasn’t until 2019 that the Southeastern Conference allowed beer and wine sales at its sporting events. This policy revision prompted schools like Tennessee to collaborate with local breweries to create and sell exclusive craft beers during games and in surrounding areas. For example, Tennessee has teamed up with Yee-Haw Brewing Company to introduce Vol Lager as the exclusive brew for the Volunteers.
Alicia Longworth, Tennessee’s deputy athletics director and chief marketing officer, emphasized the importance of visible sales within stadiums for sponsors. “When our fans see that beer in a packed Neyland Stadium, it fosters a desire to purchase it at the grocery store too,” she stated. Last fall, Tennessee’s Neyland Stadium offered 16 different beer varieties, with Vol Lager consistently ranking among the top sellers.
Gehl shared early success statistics with the partnership, revealing that Third Space Brewing sold over 3,000 cases within the first three months of offering Marquette Golden Ale. The brewery is now also producing sweatshirts and novelty glasses adorned with both Marquette and Third Space logos to capitalize on this growing synergy.
Similar success stories are cropping up across various universities. Learfield reported that college-branded alcoholic drinks generated $7.5 million in total sales for the 2024 fiscal year. Some colleges funnel their proceeds directly back to the university, while others allocate funds to collectives benefiting athletic programs. A notable example is Cincy Reigns, an organization supporting Cincinnati athletics, which recently partnered with Rhinegeist Brewery to offer Cincy Light at Bearcats games and local venues.
Brian Fox, chair of the Cincy Reigns board, shared positive feedback from bars stating that fans were even donning UC gear just to enjoy Cincy Light on tap. “Some establishments reported that customers chose to visit solely because they wanted to drink that specific beer,” Fox noted.
Moss added that successful partnerships go beyond simple branding, requiring input and collaboration from both the university and the brewery. Schools often seek local breweries, like Yee-Haw—founded by a Tennessee law graduate—or Third Space, located just 1.5 miles from Marquette’s campus.
Ultimately, the quality of the beer remains crucial to its success. Joe Dobrogowski of Germantown, Wisconsin, emphasized this point as he savored a Marquette Golden Ale. “If it didn’t taste excellent, I wouldn’t feel compelled to drink it,” he asserted. “The taste is paramount, and any contributions to the school are a nice bonus.”
