Sprecher Brewing creates 10-person NIL agreement with Wisconsin Badgers football players

Wednesday, August 31, 2022
Margaret Naczek, Business Journal


Sprecher Brewing Co. may not be the first private company to land a name, image and likeness deal with a university student-athlete, but the craft beverage producer known for its Sprecher root beer as well as being the oldest craft brewery in Wisconsin since prohibition, may have produced a first-of-its-kind deal with University of Wisconsin-Madison's football program.

Glendale-based Sprecher made a new name, image and likeness (NIL) agreement with 10 members of the UW-Madison football program, specifically the five starters and five reserves on the Badgers offensive line.

The 10 student-athletes that are part of this Sprecher sponsorship include Logan Brown, Dylan Barrett, Tanor Bortolini, Tyler Beach, Nolan Rucci, Riley Mahlman, Michael Furtney, Joe Tippman, Treyton Wedig and Jack Nelson

The National Collegiate Athletic Association (NCAA) changed its policies on NIL rights in July 2021. Since then, many student-athletes have agreed to marketing and sponsorship deals with a variety of companies. For example, former University of Wisconsin-Milwaukee men's basketball head coach Patrick Baldwin and his son, player Patrick Baldwin Jr., landed endorsement deals with UW Credit Union.

The 10 linemen will be brand ambassadors to Sprecher. They will receive free soda and will promote the Sprecher craft soda products on their social media accounts. Sprecher will have a hashtag specifically dedicated to this media campaign called #SprecherCraftAthlete.

“Our theme is 'Wisconsin’s Best,'” Sprecher’s chief sales officer Gary Goldstein said. “We said the offensive line makes a lot of sense for us. They are such a strength of Wisconsin football. Everybody really relates to them.”

Sprecher’s NIL agreement with UW is one of many unique sponsorships that the company has made in recent months. The brewery and craft soda producer also sponsored the Sprecher 150, which was an American stock car series race held at the Milwaukee Mile at Wisconsin State Fair Park. It has a partnership with Milwaukee County Parks for a traveling beer garden for several years and also recently held a root beer bash with Feeding America.

“We are definitely a small little craft beverage company, but punching way above our weight class and trying to make national and international good noise to build our community and create good memories for our consumers, our customers and our families and friends,” Sprecher Brewing CEO Sharad Chadha said.