This marks the first season since Marquette entered a partnership with Milwaukee-based Third Space Brewing to sell Marquette Golden Ale — the school’s officially licensed and co-branded craft beer — at Golden Eagles sporting events as well as in Third Space outlets and area groceries.
Gehl said over 3,000 “case equivalents” (including cases of the canned beer or the equivalent of a case in draft beer) of Third Space Brewing were sold in the first three months since its partnership with Marquette began.
“I think for the distributors and even the companies to get a return on their investment in terms of the sponsorship, being able to sell it within the venues is a big deal because when our fans can see it — 100,000 people walking into Neyland Stadium — they might grow fan affinity to buy it at the grocery store also,” said Alicia Longworth, Tennessee’s deputy athletics director/chief marketing officer.
“I think there was a TGI Friday's in one of the suburban areas, that said people were showing up — they weren’t getting a table for dinner, they just knew they had Cincy Light on tap, so they showed up in fan gear, University of Cincinnati athletics gear just to try Cincy Light.”.
Third Space is now selling sweatshirts with both the Third Space and Marquette logos as well as glasses that resemble the Marquette Golden Ale can.
