In the ever-shifting world of college sports, the Name, Image, and Likeness (NIL) rules have opened up some intriguing possibilities. Student-athletes and local businesses—breweries included—now have more ways to team up and make an impact.
For breweries, this is a fresh chance to connect with their communities in ways that go beyond just pouring a pint. Ken Wilson, who handles sales at Arizona’s Lumberyard Brewing, spoke at the 2025 Craft Brewers Conference in Indianapolis about what’s working (and what isn’t) when breweries get into NIL agreements.
Let’s dig into the strategies and perks of NIL partnerships for breweries, with a special eye on compliance and keeping those community ties strong.
Understanding NIL Agreements for Breweries
With the new NIL rules, college athletes can partner right alongside brands. That’s a pretty big deal for local businesses—breweries included—looking for fresh ways to get their name out there.
These partnerships aren’t just about marketing. They’re about building real connections. Wilson’s experience during the Big Sky basketball tournament showed how breweries can become community gathering spots while helping out student-athletes.
Benefits Beyond Marketing Exposure
Wilson pointed out something important: NIL deals aren’t just about getting your logo on a jersey or a social post. Local businesses can actually make a difference for athletes who are new to the sponsorship game.
It’s a win-win. Breweries get more attention, and at the same time, they’re strengthening their roots in the community.
Compliance and Transparency in NIL Partnerships
Staying compliant is a must with NIL agreements. The Federal Trade Commission says that paid posts need to be clearly marked as ads. That goes for college athletes hyping up a brewery just as much as it does for big-name influencers.
Transparency isn’t just a box to check—it’s how you keep people’s trust. Miss that, and the whole partnership can fall apart.
Navigating Alcohol-Related Promotions
Here’s where things get tricky. Promoting alcohol through NIL deals is a minefield, thanks to federal and state laws—and let’s not forget university rules. Student-athletes usually can’t go near alcohol promotions, even if they’re 21.
Wilson’s advice? Focus on the experience. Highlight the brewery’s restaurant, or invite athletes to local events. That way, the business gets a boost without crossing any lines.
Leveraging the NIL Marketplace
The NIL marketplace makes these deals a whole lot easier. Businesses can check out athlete profiles, negotiate terms, and handle payments all in one place. Wilson mentioned that after registering as a vendor, the process is actually pretty straightforward.
More athletes are reaching out directly now, looking for partnerships. NIL deals are starting to look like a steady, reliable way for local businesses to market themselves.
Strategies for Effective NIL Campaigns
If breweries want to get the most out of NIL, they’ve got to be smart about it. Every state and school has its own set of rules. And even if an athlete is old enough to drink, their university might still say no to alcohol-related sponsorships.
- Emphasize Nonalcoholic Aspects: Put the spotlight on live music, trivia nights, or charity events at the brewery. Athletes can be the face of these happenings, and nobody has to talk about beer.
- Use Tangible Items or Memorabilia: Instead of a straight-up endorsement, breweries can buy signed gear from athletes and raffle it off. It’s a way to show support and stay compliant.
- Focus on Community Connection: Build campaigns around local pride and big community events. That’s what gets people in the door and keeps them coming back.
Building Long-Term Relationships
NIL partnerships aren’t just one-and-done marketing plays. They’re a chance to build something lasting. When a brewery gets a reputation for backing student-athletes, more doors open—simple as that.
It’s good for business, sure, but it’s also a real boost for the athletes and the community. Isn’t that what local brewing is all about?
Conclusion
The advent of NIL agreements has opened up a new frontier for breweries. There’s a chance here to get creative and rethink how they connect with their communities.
By teaming up with student-athletes, breweries can boost their marketing and maybe even strengthen local ties. But let’s be honest—navigating compliance and transparency is no small task.
It’s important to focus on the nonalcoholic side of things, especially when working with college athletes. Still, for breweries that care about community, NIL partnerships just might be the modern, responsible move they’ve been waiting for.
If you want to dig deeper into how breweries can get involved with NIL agreements, check out the full article at The Brewer Magazine.
- Schools Covered
- College Football Articles
- Men's College Basketball Articles
- Men's College Soccer Articles
- Women's College Basketball Articles
- Olympic Athlete Articles
- Men's College Baseball Articles
- College Sports Media Professionals Articles
- Hall of Fame Member Articles
- Former College Player Articles
- Game Previews
