Ad
Cheers! UNM Athletics, Bud Light team up for Lobo-branded beer cans, bottles
Published
Modified
Kickoff for the UNM Lobo football season comes this weekend in College Station, Texas.
Beer-drinking fans back in New Mexico looking to tip one back to the Lobos on Saturday — whether it be in celebration or to help numb the pain — can now do so with specially branded Bud Light cans and bottles being sold at participating retailers around the state.
“This combines two of the biggest brands in this region working together to the benefit of both,” said UNM Deputy Athletic Director David Williams.
UNM Athletics and Hensley Beverage Company, which distributes, among other things, Anheuser-Busch beers, recently entered into a three-year agreement in which the university gets $270,000 a year while still getting contractually agreed upon cuts of all alcohol sales at sporting events.
The deal is similar to recent ones UNM had with Premier Distributing, which Hensley acquired in the past year. It also covers some signage sharing, use of trademarks and while it does not offer Hensley products exclusivity — other beers and wines can still be sold at UNM sporting events, including from some of New Mexico’s local breweries — it does come with some priority product placement.
Williams noted that Bud Light was the No. 1 selling beer at UNM Lobo sporting events in the 2022-23 sports seasons.
In September 2022, the Journal published an article noting through review of public records that Dos Equis had been the No. 1 selling beer at UNM games during the 2021-22 seasons (popcorn, Lobo dogs and nachos were tops in the food category).
As for the use of UNM Logos on Bud light bottles, cans and packaging in the region this fall, Hannah Brunsen of Weber Shandwick wrote “on behalf of Bud Light” in an email that the partnership with the Lobos is part of a push that includes “more than 50 college teams” this fall.
Also, there is a special QR code on each UNM can that gives fans — 21-and over, of course — an opportunity to enter for a chance to win a flyover in a private jet at any college football game of the winner’s choice and merchandise for their favorite teams from Fanatics.
UNM’s football team plays its first home game at 6 p.m. on Sept. 9 against (FCS) Tennessee Tech.
