Marquette University fans can look forward to a refreshing addition to their game-day experience as the athletics department has secured an exclusive sponsorship deal with local brewery Third Space Brewing. This partnership names Third Space as the official Craft Beer Partner of the Golden Eagles, introducing a new brew called Marquette Golden Ale. According to a press release from Learfield, the collegiate licensing agency that facilitated the agreement, the Golden Ale is designed to enhance game days, boasting a 4.9% ABV.
Starting November 4, the Marquette Golden Ale will be available at all home games held at Fiserv Forum, the Al McGuire Center, and Valley Fields. Fans can also purchase the ale at Third Space Brewing locations and select regional distributors. Marquette Athletic Director Bill Scholl expressed enthusiasm for the collaboration, highlighting it as a unique opportunity to work with a valued community partner and enhance the overall game-day atmosphere for fans.
While the excitement surrounding this partnership is evident, it diverges from a growing trend in college athletics. Many universities have recently launched co-branded beers linked to Name, Image, and Likeness (NIL) collectives, directing a portion of sales to support athlete compensation. For example, the University of Wisconsin’s Camp Randall Stadium offers Varsity Golden Ale, which contributes 20% of profits to The Varsity Collective, compensating Badger student-athletes.
Marquette’s decision to avoid a similar NIL-linked approach raises questions about its strategy. The shift in college athletics towards direct compensation for student-athletes—following the anticipated ratification of the House v. NCAA settlement—has prompted schools to explore new revenue streams to support these expenses. With the possibility of colleges needing to allocate up to $22 million for direct athlete payments starting July 2025, many institutions are rethinking their funding strategies.
Unlike larger programs such as the University of Tennessee, which recently announced a 10% talent fee on ticket sales to bolster athlete payments, Marquette faces unique challenges. Lacking a football team, the university does not benefit from the lucrative media rights associated with college football. This positions Marquette in a challenging financial landscape, necessitating innovative revenue solutions.
By channeling the beer partnership through the athletic department rather than an NIL collective, Marquette aims to position itself strategically for the evolving landscape of college athletics. The university seeks to generate revenue through a licensing fee for the Marquette Golden Ale, focusing on direct compensation models rather than traditional NIL agreements.
As college athletics continues to adapt, schools like Marquette are exploring alternative revenue sources to remain competitive in this new environment. Despite the shifting dynamics, fans can anticipate that the Marquette Golden Ale will not only enhance their game-day experience but also contribute to the ongoing support of student-athletes.
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