Deschutes Brewery announces sponsorship deal with the Pac-12
Most often when you hear about deals like this, it involves beer industry giants like Anheuser-Busch and MillerCoors. I am not sure if any other NCAA conference has an official craft beer, but the Pac-12 now does, and it is Deschutes Brewery. No doubt, the Pac-12 will also, or does already, have a big, mega-brewery sponsorship deal too, but as for craft beer, it is Deschutes.
By virtue of a multi-year, exclusive sponsorship deal, Deschutes Brewery of Bend, Oregon is now the Official Craft Beer of Pac-12 football and men’s basketball. The partnership will allow Deschutes to engage college sports fans throughout the country through activations at games, on and off-premise programming, and digital media. No details yet regarding how that will actually look, but we’ll find out in the coming weeks when the football season kicks off.
“All of us at Deschutes Brewery are huge Pac-12 fans and we’re beyond excited to partner with the conference in celebration of these incredible student-athletes,” said Neal Stewart, Vice President of Sales and Marketing for Deschutes. “Deschutes Brewery is one of the best-selling Craft beer brands in the Western U.S. and it’s an honor to team up with the preeminent athletic conference in the West. We have some exciting plans in the works that will give Craft Beer drinkers unprecedented access to the Pac-12 Football Championship Game and the Pac-12 Men’s Basketball Tournament.”
The announcement from the brewery says that the company takes pride in partnering with the Conference of Champions® and supporting these local NCAA teams and their mission to develop the next generation of leaders. The brewery expects this partnership to amplify consumer excitement, as Stewart added: “strategic partnerships with iconic and like-minded organizations helps Deschutes increase brand awareness and strengthens our relevance with consumers.”
“Aligning ourselves with Deschutes Brewery, a family-owned, regional craft brewery is a perfect match,” said Steve Tseng, Executive Vice President of Sales. “With Deschutes based in our Pac-12 footprint in Bend, we look forward to increasing the awareness of this quintessential craft brewery beyond the Pacific Northwest.”
If nothing else, this will give Bill Walton, the colorful and oft-whimsical Pac-12 basketball analyst, an opportunity to talk about how much he loves Deschutes Fresh Squeezed IPA and Black Butte Porter. That is going to happen at some point, which will be fun.