UK Athletics Teams with Heaven Hill | Lexington News

UK Athletics just locked down a major bourbon partnership with Heaven Hill Brands, rebranding premium fan zones at Kroger Field and Rupp Arena with Elijah Craig and Evan Williams names — think speakeasy vibes and bourbon culture immersion. The deal, brokered through JMI Sports, also includes limited-edition co-branded bottles, with the first release personally selected by the new athletic director. Beyond flashy venues, Heaven Hill is rolling out Bourbon Nation activations at tailgates to deepen fan engagement. This isn’t just marketing — it’s a strategic fusion of college sports passion and Kentucky’s whiskey heritage, with the exact financial terms staying under wraps. Listen in comfort:Get a discount on a Soli Pillow: http://solipillow.com/discount/dnn. Advertise on DNN:[email protected] This is an automated, high-level news summary based on public reporting.Report issues to [email protected]. View sources & latest updates:https://sources.thednn.ai/4a78508e21eaba49