Evan Williams Partners with Snapback Sports for College Football Season
News related to:Evan Williams · 2 min read
Evan Williams Bourbon has deepened its commitment to college football with a series of new initiatives aimed at enhancing fan engagement and celebrating the sport's rich traditions. The brand’s partnership with Snapback Sports and the return of its Collegiate Edition bottles are part of a broader strategy to connect with college football fans.
Evan Williams Kentucky Straight Bourbon Whiskey, the world's top-selling American-owned bourbon, announced its expanded Evan Williams Bourbon Nation program for the 2026 college football season. The initiative includes a collaboration with Snapback Sports, a creator-led sports media company that will host the Snapback Saturdays, a college football tour visiting key matchups every Saturday throughout the season.
Snapback Sports will also participate in Evan Williams Bourbon Nation tailgates. The first of these events will be held at the University of Alabama on October 10, and another at the University of Oklahoma on November 14. Additionally, Snapback Sports will produce original content to support Evan Williams’ consumer sweepstakes, offering fans the chance to win a 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. “Partnering with Evan Williams allows us to celebrate these experiences in an authentic way while creating content that resonates with our community.”
Evan Williams is also renewing its partnership with Molly McGrath, an ESPN broadcaster known for her passion for college football. McGrath will continue to serve as a brand ambassador, helping to bring fans closer to the excitement surrounding college football through Evan Williams content and fan engagement initiatives.
Another highlight of the 2026 season is the return of the Evan Williams Single Barrel Collegiate Edition bottles, which will be available in partnership with six universities: the University of Alabama, The Ohio State University, University of Oklahoma, University of Oregon, University of South Carolina, and Syracuse University. These limited-edition bottles, featuring custom wax and commemorative string tags, will be available beginning in early August and will be sold exclusively within each participating school's market. A few bottles will also be available for purchase at the Evan Williams Bourbon Experience in Louisville.
“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 of Heaven Hill Brands. “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.”
The partnership with Learfield, a leading media and technology company powering college athletics, will continue. Evan Williams will engage fans across six premier college athletics programs, University of Alabama, The Ohio State University, University of Oklahoma, University of Oregon, University of South Carolina, and Syracuse University. This will include official university partnerships, on-campus activations, and limited-edition collectibles that celebrate the traditions and spirit of college football.
Evan Williams Kentucky Straight Bourbon Whiskey, with a history dating back to 1783, continues to support veterans through its commitment to honoring and supporting those who have served our country. The brand has contributed over $750,000 to initiatives benefiting veterans over the past decade.