As March madness begins to spread sports insanity across our fair nation, the Mountain West Conference just announced a new multi-year partnership with Squatters Craft Beers and Wasatch Brewery (collectively, Utah Brewers Cooperative). The brands will serve as the official “Drink Responsibly” campaign sponsors for the conference.
The Mountain West relationship and association within the collegiate sports landscape marks a first for Squatters and Wasatch, whose partnership will center on the Mountain West’s annual Men’s Basketball Championship and Women’s Basketball Championship. The 2018 conference tournaments will be held in Las Vegas, at UNLV’s Thomas and Mack Center, from March 5-9 (women) and March 7-10 (men).
During both season-ending tournaments, Squatters and Wasatch craft brands will be available in select venue areas. The league’s rights partner, Learfield’s Mountain West Sports Properties, secured the new relationship with Squatters and Wasatch on behalf of the conference.
“We have a great history of hosting our championship basketball events in Las Vegas, and this year we’re proud to welcome Utah Brewers Cooperative as our new partner and provide them this collegiate platform in which the drinking responsibly message can be shared,” said MW Commissioner Craig Thompson.
In addition to in-venue signage and visibility during the tournaments in Las Vegas, Squatters and Wasatch craft brands will receive digital exposure via themw.com, video board branding, hospitality benefits and game fan features.
According to Amy Tangaro at Squatters and Wasatch, “This is new territory for our brands, and we’re excited to have the opportunity to be involved with such a reputable conference as the Mountain West. Without question, the drinking responsibly message is always important to promote, and we are thrilled to leverage that initiative in conjunction with the conference.”
It was not announced how many years the partnership would last.