Redhook Brewery reached a new agreement with the University of Washington for Redhook to continue as the official craft beer of University of Washington Athletics. The new deal ensures that Redhook will be a part of the opening of the newly-renovated Husky Stadium and will remain the official craft beer of Husky Athletics for the next decade. The multi-tiered media partnership includes radio and print advertising, an assortment of signage in premium areas, as well as authorized promotional use of UW logos, images and facilities, among other assets.
“This is an awesome moment for Redhook Brewery,” said Karmen Olson Stevens, Redhook brand manager. “Redhook has been a Seattle mainstay since founders Paul Shipman and Gordon Bowker opened the brewery doors in an old transmission shop just a few miles away from Husky Stadium in 1981. This partnership has meant a lot to us over the last three years and we are extremely excited to be a part of Husky Athletics long term. We’re even planning to release a new Redhook UW tap handle and other new points of sale communicating this great partnership.”
Check out the promotional lineup:
As part of the deal, Redhook will have a branded area inside the newly-renovated Husky Stadium in premium areas. There will also be signage at “The Zone,” a game day tailgate experience for fans attending the game (where Redhook will be the official sponsor of the music stage).
Print and broadcast advertising
Redhook radio advertising will feature in pre-game, play-by-play and post-game for football, men’s basketball and women’s basketball. Print advertising will include Dawgs Digest, the official Husky Athletics magazine as well as the football and men’s basketball game day programs.
Alumni Association: Washington warm-ups
The sponsorship extends well beyond the friendly confines of the UW campus. Redhook also becomes the official craft beer partner of the University of Washington away game Warm-Ups through the Alumni Association. The “Washington Warm-Ups” is a pre-game party for Husky fans traveling on the road during football season.