New multiyear agreement rebrands premium hospitality spaces at Kroger Field and Rupp Arena, and brings a UK-exclusive co-branded bottle hand-selected by Athletics Director J Batt.
LEXINGTON, KY — September 3, 2026 — UK Athletics has struck a multiyear partnership with Heaven Hill Brands, naming Elijah Craig the Official Small Batch Bourbon Partner of the Kentucky Wildcats and Evan Williams the Official Bourbon Partner of the Kentucky Wildcats. The deal pairs two of the state’s most recognizable institutions — the University of Kentucky, anchoring the Commonwealth’s athletic identity since 1865, and Heaven Hill, the Bardstown-based, family-owned distiller that’s shaped Kentucky bourbon since 1935.
UK Athletics Director and Champions Blue CEO J Batt called bourbon foundational to Kentucky’s culture and economy, saying the partnership creates new ways to enhance the fan experience and celebrate the state’s shared heritage while supporting UK Athletics’ future.
Where Will You See The Brand?
The most visible change lands at two of the region’s top hospitality venues: the Mezzanine Club at Kroger Field is being reimagined as the “Elijah Craig Club,” and the Bourbon Club at Rupp Arena becomes the “Elijah Craig Speakeasy,” both redesigned around Elijah Craig’s branding and Kentucky bourbon heritage. Evan Williams, meanwhile, takes a gameday-focused role through its Bourbon Nation program, activating at tailgates and fan zones across Wildcat gamedays as the program’s collegiate partner.
The partnership also introduces limited-edition, co-branded Elijah Craig and Evan Williams bottles. The first release features a barrel J Batt personally selected during a trip to Bardstown, timed to mark both the new partnership and the start of his first football season leading UK Athletics.
Quotes From Heaven Hill
Heaven Hill CMO Matt Blevins tied the two brands’ identities directly to the partnership’s spirit: “Elijah Craig and Evan Williams represent two sides of what makes bourbon culture great, the craftsmanship that commands respect and the spirit that brings people together. That’s exactly what UK Athletics means to this state too. Whether you are in a premium suite or a tailgate lot, we want every Kentucky fan to feel the depth of this partnership, and we are proud to be part of Big Blue Nation.”
About The Deal
Elijah Craig and Evan Williams branding will extend across Kroger Field, Rupp Arena, Historic Memorial Coliseum, and Kentucky Proud Park hospitality spaces. The agreement was brokered by JMI Sports, UK Athletics’ multimedia rights partner, which led naming rights, licensing, and activation planning for the deal.
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