Elijah Craig, Evan Williams Official Partners of Kentucky Wildcats

University of Kentucky Athletics announced a landmark multiyear partnership with Heaven Hill Brands – America’s largest, independent, family-owned and led spirits company – naming Elijah Craig the Official Small Batch Bourbon Partner of the Kentucky Wildcats and Evan Williams the Official Bourbon Partner of the Kentucky Wildcats. Terms weren\t disclosed.

“When you think of Kentucky, one of the first things you think about is the Wildcats. Another is Bourbon,” said J Batt, UK Athletics Director and CEO of Champions Blue LLC. “Bourbon is foundational to the uniqueness of Kentucky’s culture and economy, and we are proud to welcome Elijah Craig and Evan Williams into the Kentucky Athletics family. This partnership creates exciting new opportunities to enhance the fan experience, celebrate our shared Kentucky heritage, and support the future of UK Athletics.”

At the heart of the partnership's premium tier, Elijah Craig will make a transformative investment in UK Athletics' marquee facilities. The brand will hold naming rights to two of the most prominent premium hospitality destinations for collegiate athletics in the region: the Mezzanine Club at Kroger Field will transform into the “Elijah Craig Club,” and the Bourbon Club at Rupp Arena will welcome fans into the new “Elijah Craig Speakeasy.” Both venues will be reimagined as fully immersive Elijah Craig destinations, featuring custom design elements drawn from the rich heritage and character of Kentucky's signature spirit.

Alongside Elijah Craig's premium presence, Evan Williams, named after Kentucky’s first licensed distiller, brings Game Day’s Number One Pour to Big Blue Nation as an official collegiate partner through the Evan Williams Bourbon Nation program. As a Bourbon Nation partner, Evan Williams will show up where fans do: activating at tailgates and fan zones on gamedays, bringing the spirit of the #1 America-owned Bourbon directly to the heart of the Wildcat faithful.

"Elijah Craig and Evan Williams represent two sides of what makes bourbon culture great, the craftsmanship that commands respect and the spirit that brings people together,” said Matt Blevins, Chief Marketing Officer at Heaven Hill. “That's exactly what UK Athletics means to this state too. Whether you are in a premium suite or a tailgate lot, we want every Kentucky fan to feel the depth of this partnership, and we are proud to be part of Big Blue Nation."

The agreement was developed by JMI Sports – UK Athletics’ multimedia rights partner operating locally as UK Sports and Campus Marketing – who connected Heaven Hill with UK Athletics and led the strategic development of the partnership, including naming rights agreements, licensing and trademark approvals, pouring rights, and integrated multimedia activations designed to connect Elijah Craig and Evan Williams with Big Blue Nation through athletics platforms and authentic gameday experiences.