Sports events, like breweries, are gathering places, so we’re excited to get back to normal and celebrate competition with a beer or two. Last week, three cool sports sponsorship deals were announced that will help promote these three great beer brands.
Yuengling expands partnership with Philadelphia Phillies and all-star Aaron Nola
D.G. Yuengling & Son Inc. recently announced a new multi-year partnership with the Philadelphia Phillies and new designation as an “Official Lager of the Philadelphia Phillies.” As a sponsor of the Phillies since 2017, this extended partnership will continue to bring together two beloved Pennsylvania icons and provide new ways for fans to cheer on the Phillies.
Ahead of the 2020 regular baseball season, Yuengling will roll out new, limited-edition Phillies Yuengling Lager cans emblazoned with the retro Phillies logo. Whether at home or at Citizens Bank Park, fans of Yuengling and the Phillies can enjoy the delicious and iconic taste of Yuengling Traditional Lager, while proudly showing support for their favorite baseball team. These special Phillies Yuengling Lager cans will be available on shelves in 12-pack cans in select markets or at Citizens Bank Park in 16-oz cans.
“We’re so thrilled to combine America’s Oldest Brewery and America’s favorite pastime, both rooted in history and tradition, through our long-term partnership with the Philadelphia Phillies,” said Wendy Yuengling, chief administrative officer and sixth generation family member, D.G. Yuengling & Son Inc. “As an official lager of the Philadelphia Phillies, we not only get to celebrate our Pennsylvania roots, but we also have the ability to bring unique, customized experiences to Yuengling and Phillies fans, whether in-game or at-home.”
Yuengling will also extend its partnership with Philadelphia Phillies’ pitcher and brand ambassador Aaron Nola, the first active MLB player to have a partnership with a beer brand. The partnership with Aaron Nola includes a variety of elements including personal appearances on behalf of the brand, fan meet and greets, special promotions to meet the Philly All-Star, a chance to win a Yuengling Phillies home vending machine, social media sweepstakes and giveaways, local Philadelphia advertising and support of Aaron’s 2020 local community efforts.
“Over the past year, I’ve had a lot of fun working with Yuengling and getting to know the family behind America’s Oldest Brewery,” said Aaron Nola. “I’m excited to continue my partnership with Yuengling in an even bigger way, and I couldn’t think of a better way to kick off the season than with these cool Lager cans.”
Along with the Aaron Nola partnership and team cans, Yuengling will provide fans with even more immersive experiences and integrate new marketing and logo rights into promotional materials, including:
Expanded brand presence at Citizens Bank Park, including a new, experiential bar area in right field called Yuengling Party Pavilion featuring Yuengling’s core products — Traditional Lager, Light Lager, Black & Tan, Golden Pilsner and the new upscale light brand, FLIGHT by Yuengling Amplified signage throughout the ballpark, including the continuation of the Yuengling left field sign “Yuengling Wednesday” during each Wednesday regular season home game with Yuengling promotions and giveaways, ticket sweepstakes and opportunities to meet Aaron Nola and other Phillies legends TV.
“Yuengling is a terrific partner and an important part of our ballpark’s off-the-field lineup,” said David Buck, Phillies executive vice president. “As we kickoff our 2020 season, we are excited that our fans will once again be able to enjoy the iconic taste of America’s oldest brewery, both at the ballpark or in their own home, all while cheering for their favorite baseball team.”
New Holland announces partnership with Ragnar Trail Series
New Holland Brewing, craft brewery and distillery based in Holland, Mich., recently announced a partnership with Ragnar Trail Series as the race’s official beer partner. New Holland will offer runners and attendees high-quality craft beer and opportunities to not only interact with the brand but to enjoy its thoughtfully constructed brews post-race or post-loop.
The Ragnar Trail Series launched with five races in 2013 and has grown to 19 in 2020. The race entails teams of eight running roughly 120 miles in three repeating loops on wilderness trails that meander through mountains, valleys, forests and dales. Overnight camping in a communal campground, Ragnar Village, offers a location for downtime in between loops and the New Holland booth will undoubtedly be the spot to convene and enjoy a craft beverage or two.
“Ragnar Trail Series is thrilled to announce this partnership with New Holland Brewing,” said Tanner Bell, CEO and founder of Ragnar. “They are a great addition to our event series, offering refreshing beers post-race and elevating what the Ragnar Trail Series is about — community and outdoors immersion — we’re like summer camp for adults — with trail running and race medals.”
“We are excited for this year’s race series and to be involved on a partnership level, having been Ragnar enthusiasts for quite some time,” said Adam Dickerson, brand manager for New Holland Brewing. “Our newly announced Lightpoint Functional White Ale, made with coconut water, raw honey and orange rind and with only 86 calories, will surely be the highlight of many competitors’ post-race experience. Alongside a number of our other delicious brews that suit the outdoors and active lifestyle, we are thrilled to bring that sense of community, joy and achievement to all Ragnar Trail racers and attendees.”
Atwater named presenting sponsor of 96th annual Bayview-Mackinac Sailing Race
Bayview Yacht Club, one of the nation’s most storied and historic sailing clubs, has announced that Atwater Brewery is a presenting sponsor for its 2020 Bayview Mackinac Race, the 96th consecutive running of the Race. Ryan Farrell, 2020 Bayview Yacht Club Commodore, made the announcement. As part of the partnership, Atwater has also been named official malt beverage/beer, hard seltzer and hard cider sponsor of the race, which starts July 11, in Port Huron.
According to Farrell, “In a year in which Bayview Yacht Club is undergoing a historic renovation and rebirth, we are excited to add Atwater Brewery, an iconic Detroit brand, as a sponsor for this year’s Bayview Mackinac Race. As we look to the 100th consecutive Race, we are looking to build long-term affiliations that make sense financially, align with our core philosophy, and will make good long-term partners. In Mark Rieth and Atwater Brewery, we believe we have found one.”
Founded in 1997, Atwater Brewery revived Detroit’s proud brewing tradition from its location in the historic Rivertown district. Led by top-selling beers Dirty Blonde and Vanilla Java Porter as well as its hard seltzers, Atwater has become a cornerstone of Michigan’s brewing scene. Its newest fruit-forward IPA, POG-O-Licious, encourages drinkers to #GetTropical with an easy drinking beer that balances passion fruit, orange and guava.
“Atwater Brewery and the Bayview Mackinac Race are both pure Michigan and pure Detroit all the way,” said Atwater Owner Mark Rieth. “Becoming a presenting sponsor of this great race is our way of not just supporting these elite sailors, but also supporting all Michiganders who enjoy the state’s waterways. Whatever the occasion, Atwater is all about having fun and drinking responsibly.”
“We anticipate that the number of boats this year will be well over 200, and as we get closer to the 100th running of the Bayview Mackinac Race in 2024, we expect the number of boats and attention globally to increase to a level we have not witnessed in the past,” said Chris Clark, 2020 Bayview Mackinac chair. “For this year’s race, we have introduced a new class for sport boats, referred to as modern planing boats. This class responds to the need to start bringing a younger demographic to sailing, and they will definitely bring an extra level of excitement to the Race.”
From its traditional start in Southern Lake Huron, the fleet will head north on one of two courses. The shorter Shore Course covers 204 nautical miles (235 statute miles) along the Michigan shoreline heading west to the Mackinac Island Finish Line. The longer Cove Island Course is 259 nautical miles (298 statute miles) and takes sailors around a buoy off the tip of the Bruce Peninsula in Canadian waters before heading west toward the finish line. The race will culminate with the annual Awards Party at Woodfill Park, located at the foot of the hill leading to Grand Hotel on Tuesday, July 14.