In a unique collaboration between sports and spirits, Rutgers University Athletics has partnered with Eric LeGrand Whiskey, marking the university's first-ever association with a spirits brand. This partnership has brought the whiskey into the spotlight during home games at SHI Stadium, where it is prominently featured on digital billboards and in premium seating areas. Fans have enthusiastically embraced the product, incorporating it into their pre-game festivities. The story of Eric LeGrand, a former Rutgers football player who overcame paralysis to launch his own bourbon brand, adds an inspiring dimension to this collaboration. Meanwhile, the broader trend of alcohol brands sponsoring college athletics continues to grow, with several prominent universities joining forces with spirit companies.
From Paralysis to Partnership: Eric LeGrand’s Bourbon Finds a Home at Rutgers
In the heart of New Jersey, the vibrant autumn air fills SHI Stadium as Rutgers fans gather for another exciting season. This year, something new has caught everyone's attention—Eric LeGrand Whiskey. During each home game, advertisements for this special bourbon flash across the Jumbotron and digital billboards, while bartenders in premium seating areas craft classic cocktails using the distinctive spirit. The partnership between Rutgers University Athletics and Eric LeGrand Whiskey represents a significant milestone, being the university's first venture into collaborating with a spirits brand.
The journey began when Eric LeGrand, a former Rutgers football player who was paralyzed during a game in 2010, reached out to the athletic department with an innovative business idea. For LeGrand, Rutgers holds a special place in his heart. "This is my home away from home," he remarked, emphasizing the deep connection he feels toward the university. His namesake bourbon has since become a beloved part of the game-day experience, with fans like Bill Tankiewicz integrating it into their tailgating rituals. "We take the bottle and have shots before the game—it makes everything more fun," said Tankiewicz, a finance professional from South Plainfield, NJ.
Beyond Rutgers, this trend reflects a broader shift in college athletics. In recent years, alcohol brands have increasingly sought partnerships with collegiate sports programs. Teeling Whiskey recently signed a four-year deal with Notre Dame, Buckeye Vodka became a sponsor of Ohio State Athletics, and Ole Smoky Distillery now holds the title of "exclusive moonshine" at the University of Tennessee. These collaborations highlight the growing intersection between sports and spirits, offering both financial benefits and enhanced fan experiences.
This unique partnership not only celebrates the resilience and entrepreneurial spirit of Eric LeGrand but also opens up new possibilities for how universities can engage with their communities. As these collaborations continue to evolve, they remind us of the power of innovation and the enduring appeal of bringing people together through shared passions.
For fans and athletes alike, the presence of Eric LeGrand Whiskey at SHI Stadium symbolizes more than just a commercial venture. It stands as a testament to overcoming adversity and the strength of community ties. Through this partnership, Rutgers University demonstrates its commitment to supporting local heroes and fostering a vibrant, inclusive atmosphere that enriches the entire game-day experience.