Heaven Hill Brands partners with UK Athletics

Heaven Hill Brands has entered into a multiyear partnership with UK Athletics, establishing Elijah Craig as the Official Small Batch Bourbon Partner and Evan Williams as the Official Bourbon Partner of the Kentucky Wildcats.

The agreement includes significant branding and naming rights across various University of Kentucky athletic facilities. At Kroger Field, the Mezzanine Club will be redesigned and renamed the ‘Elijah Craig Club.’ At Rupp Arena, the Bourbon Club will become the ‘Elijah Craig Speakeasy.’

Beyond hospitality spaces, the partnership will feature gameday activations through the Evan Williams Bourbon Nation program at tailgates and fan zones. The brands will also maintain a presence at Historic Memorial Coliseum and Kentucky Proud Park. Additionally, the collaboration will introduce a series of limited-edition, co-branded bottles.