UK Athletics struck a multiyear sponsorship that places a football jersey patch promoting UK Invests to support student financial wellness, partnering with the university’s student-focused initiative. The deal names Elijah Craig and Evan Williams as official partners of the Kentucky Wildcats, signaling a branded-alcohol marketing strategy tied to campus engagement and revenue generation.
Brand Partnerships Brand Partnerships UK Athletics Announces Multiyear Partnership with Heaven Hill Brands, Names Elijah Craig and Evan Williams Official Partners of the Kentucky Wildcats September 3, 2026
Curated by Taleb Kabbara · Source: www.jmisports.com
UK Athletics, UK Invests, Heaven Hill Brands, Elijah Craig, Evan Williams, Kentucky Wildcats
UK Athletics: UK Athletics is the collegiate athletics department representing the University of Kentucky that announced a football jersey patch partnership to champion students' financial well-being and a multiyear partnership naming Elijah Craig and Evan Williams official partners of the Kentucky Wildcats.
UK Invests: UK Invests is a program or initiative partnering on a football jersey patch with UK Athletics to champion students' financial well-being.
Heaven Hill Brands: Heaven Hill Brands is a spirits company that entered a multiyear partnership and was named an official partner of the Kentucky Wildcats.
Elijah Craig: Elijah Craig is a bourbon brand that was named an official partner of the Kentucky Wildcats as part of Heaven Hill Brands' partnership.
Evan Williams: Evan Williams is a bourbon brand that was named an official partner of the Kentucky Wildcats as part of Heaven Hill Brands' multiyear partnership.
This article is part of Prism's real-time sports business intelligence radar, which tracks sponsorships, partnerships, media rights, stadium deals, and investments across global sports. View the full intelligence profile for each company to access active analysis modules, deal timelines, and connected company networks.