Sazerac is the New Official Spirits Partner of Louisville City FC and Racing Louisville FC.
Sazerac Company has entered into a multi-year partnership with Louisville City FC and Racing Louisville FC, becoming a Cornerstone Partner and the Official Spirits Partner of both clubs.
The agreement highlights Sazerac’s continued investment in Louisville, where the company is headquartered and maintains a significant operational presence.
Stadium Integration at Lynn Family Stadium
As part of the partnership, Sazerac brands will be integrated throughout Lynn Family Stadium. This includes the introduction of the Buffalo Trace Bourbon Bar in the premium club, along with additional product availability across concourse locations.
Featured brands include Buffalo Trace Bourbon, Wheatley American Vodka, BuzzBallz, and Fireball Cinnamon Whisky.
Fan Engagement and Brand Activation
The partnership provides Sazerac with year-round brand exposure at the stadium and includes in-game activations designed to engage fans. These activations will include opportunities for product sampling during matches and other events.
Jake Wenz, President & CEO of Sazerac, stated, “We’re proud to partner with LouCity and Racing Louisville as part of our continued investment into our hometown. These clubs have built an authentic connection with their fans, and we’re excited to share that energy at Lynn Family Stadium. This partnership allows us to celebrate our brands while backing our pro soccer teams.”
Club Leadership Perspective
James O’Connor, president of both clubs, commented, “This partnership aligns two organizations that take great pride in representing our city. We’re excited to grow together and continue building something special on and off the pitch.”
Broader Impact
The agreement represents an investment in the continued growth of professional soccer in Louisville and enhances the role of Lynn Family Stadium as a destination for sports and entertainment.
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