Bulleit Bourbon Partners with Texas Longhorns as Official Whiskey Sponsor

Bulleit Frontier Whiskey has signed on as the official corporate sponsor of Texas Athletics and associate sponsor of the Texas Exes alumni association. The partnership introduces bourbon lounges, tailgate experiences, and a football season sweepstakes for fans 21 and older.

By Beth Squires
Published: September 22, 2025

Beth Squires is Deputy Editor of The Whiskey Wash and an emerging voice in whisky journalism. She is also a current mentee on the OurWhisky Foundation's Atonia Programme.

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Bulleit Bourbon Partners with Texas Longhorns as Official Whiskey Sponsor — Credit: Bulleit Frontier Whiskey

College football fans across Texas will see a familiar orange hue in stadiums this season as whiskey brand Bulleit Frontier Whiskey becomes the official corporate sponsor of the Texas Longhorns.

The partnership marks the first spirits sponsorship for the university and includes associate sponsorship of the Texas Exes alumni association.

Bulleit Brings Texas Longhorns Game Day Experiences to Stadiums

The sponsorship introduces multiple fan experiences across Texas Athletics venues. At Darrell K Royal – Texas Memorial Stadium, the new Bulleit Frontier Lounge on the sixth floor will serve signature cocktails, including Bulleit Bourbon Blackberry Tea and Bulleit Bourbon Peach Lemonade, to fans 21 and older.

Outside the stadium, the Bulleit Frontier Lounge Tent at Longhorn City Limits on the LBJ Lawn will offer drink samplings and giveaways during home games. The brand will also activate at Texas Exes tailgates at the Etter-Harbin Alumni Center for games on September 20, November 1, and November 22.

“Bulleit is all about backing the bold,” the company stated in its announcement. “Like the Texas Longhorns, we take pride in our history, our people, and the impact we make in the community.”

The Bulleit Woody, a mobile sampling vehicle, will visit Dallas October 10-11 and Austin November 21-22, offering tastings and bottle engraving services at retail locations.

Texas Longhorns and Bulleit Launch Football Season Sweepstakes

Adult fans can enter a six-week sweepstakes beginning September 2025 through the Texas Longhorns’ Facebook and Instagram channels. Winners will receive two tickets to the Texas Football game against Arkansas, a pregame field tour with mascot Bevo, a meet-and-greet with a former player, and a head coach-autographed football.

The partnership extends beyond stadium experiences. Bulleit will appear at bars, restaurants, and retailers across Austin, Houston, Dallas, and San Antonio throughout the football season.

Stadium visitors will notice Bulleit branding on cups, signage, and videoboard graphics during home games. A Bulleit-branded bus will also travel through downtown Austin during the season.

The multi-year partnership begins with the 2025-2026 athletics season and is managed by Longhorn Sports Properties, Learfield’s Austin-based team.

Beth Squires

Beth Squires, Deputy Editor of The Whiskey Wash, is an emerging voice in whisky journalism. Known for her in-depth features on the people shaping the industry, she brings a thoughtful and authoritative perspective to modern whisky culture. Her work explores the intersection of tradition, innovation, and storytelling. Beth is also a mentee in the OurWhisky Foundation’s Atonia Programme.

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