Evan Williams Kentucky Straight Bourbon Whiskey has partnered with creator-led sports media company Snapback Sports for the 2026 college football season. The Louisville-based brand will also return its limited-edition Collegiate Edition bottles and continue its ambassadorship with ESPN broadcaster Molly McGrath.
The initiatives fall under Evan Williams Bourbon Nation, the platform the brand launched in 2024 to celebrate college athletics.
"College football is built on traditions that bring people together, and that’s exactly what Evan Williams Bourbon Nation is all about," said Max Stefka, AVP at Heaven Hill Brands.
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READ THE STORY"Whether it’s enjoying a tailgate with friends, collecting a special-edition bottle representing your school, or connecting with fans through new partners like Snapback Sports and Molly McGrath, we’re proud to create authentic experiences that celebrate the passion of college football season."
Evan Williams will serve as presenting sponsor of Snapback Saturdays, the media company’s college football tour traveling to marquee matchups each Saturday during the season.
Snapback Sports will also attend Bourbon Nation tailgates at the University of Alabama on October 10 and the University of Oklahoma on November 14.
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The company will create original content supporting a consumer sweepstakes, offering fans the chance to win an Evan Williams tailgate trailer.
"Snapback Sports is built around bringing fans closer to the moments, traditions and personalities that make college football so special," said Jack Settleman, CEO of Snapback Sports.
The brand continues its relationship with Learfield, engaging fans across six athletics programs: the University of Alabama, The Ohio State University, the University of Oklahoma, the University of Oregon, the University of South Carolina and Syracuse University.
Also returning are the Evan Williams Single Barrel Collegiate Edition bottles, produced in partnership with the same six schools.
Available from early August, the bottles are allocated and sold exclusively within each participating school’s market. Select bottles will be sold at the Evan Williams Bourbon Experience in Louisville.
Each 750ml bottle features a 2018 vintage of Evan Williams Single Barrel Bourbon, custom wax dipped in a university’s primary color, and labels bearing each school’s logo.
Evan Williams is the world’s second largest-selling bourbon and the flagship brand of Heaven Hill Distillery. Its namesake opened Kentucky’s first distillery in 1783. More information is available at evanwilliams.com.
