Boulevard Brewing partners with Mizzou Athletics to create new Quirk flavor

Published in Humor and Quirks on Sunday, August 24th 2025 at 4:41 GMT by WDAF
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Mizzou Athletics Teams Up with Boulevard Brewing for a New “College‑Kick” Experience

In a move that marries the region’s beloved craft‑beer scene with its storied collegiate sports tradition, the University of Missouri (Mizzou) has inked a partnership with Boulevard Brewing Co. The agreement, announced early this week on the Mizzou Athletics website and covered by local outlets, is set to bring Boulevard’s flagship beers and new, team‑themed brews to the university’s fan‑facing events, while giving the brewery a high‑profile platform to showcase its growing lineup of craft ales.

A “Taste of Missouri” for Tigers Fans

At its core, the deal is a marketing alliance that taps into the enthusiasm of Mizzou’s fan base. Boulevard, a family‑owned brewery located in Columbia’s historic downtown, is known for its smooth amber lagers, crisp wheat beers, and bold IPAs. The partnership will see Boulevard supply beer for the university’s official “Tailgate Party” series and post‑game gatherings at the Tigers’ football stadium and basketball arena. According to Boulevard’s head brewer, the brewery will also create a limited‑edition “Mizzou 2024” amber, featuring a subtle blend of hops that nod to the university’s colors and heritage.

The University’s Athletic Director, Dr. Dan Satterfield, described the collaboration as “a natural fit” that strengthens the sense of community among athletes, students, and alumni. “We’re excited to bring Boulevard’s craft beer experience to the campus, giving fans a way to celebrate the games in a safe and responsible manner,” Satterfield said. “It’s an opportunity to honor our traditions while supporting a local business that shares our values of quality and community.”

Community and Responsibility

While the partnership highlights the appeal of craft beer, it also underscores a growing trend in college sports: an emphasis on responsible consumption. Boulevard Brewing has pledged to promote safe drinking practices, and the partnership will incorporate educational materials in its on‑site booths at games. The brewery will provide non‑alcoholic options and set up a “Responsible‑Recreation” kiosk that offers information on the recommended daily alcohol limits, especially for the student demographic.

Mizzou Athletics, which has long been proactive in promoting alcohol education, will work closely with the university’s Office of Student Life to ensure that all events are compliant with state laws and university policies. “We’re taking a holistic approach,” said a spokesperson from Mizzou’s Alcohol‑Education Program. “It’s not just about providing beer; it’s about educating our community on how to enjoy it responsibly.”

Economic Upswing for Local Businesses

Beyond the fan experience, the partnership is expected to bring economic benefits to Columbia’s downtown. Boulevard Brewing’s flagship “Columbia Lager” is a staple of the city’s beer scene, and the new partnership will increase its visibility across the state. The brewery’s own website (https://boulevardbrewing.com) already highlights its commitment to sourcing ingredients from Missouri growers, which ties directly into the university’s agricultural roots.

In addition, Mizzou Athletics will integrate Boulevard’s products into its merchandise line. Fans will soon see “Mizzou x Boulevard” T‑shirts, hats, and pint glasses on sale in the ticket office and at the university’s online store. The collaboration is also expected to increase foot traffic to Boulevard’s taproom, which will host a quarterly “Tigers & Tap” event featuring local music and Mizzou-themed specials.

The Broader Picture: College Sports Meets Craft Beer

This partnership is part of a broader trend in which collegiate athletics are increasingly collaborating with craft breweries to enhance game‑day experiences. The University of Iowa, for instance, has teamed up with local craft beer brands to provide “tailgate taps” at its football and basketball events. These collaborations aim to create a unique atmosphere for fans while supporting local economies.

For Boulevard Brewing, the partnership signals its ambition to expand beyond the local market. By aligning with a Division‑I program that boasts 15,000 alumni and a national fan base, Boulevard is positioning itself as a regional leader in the craft‑beer market. The university’s athletic department, on the other hand, is leveraging Boulevard’s brand to diversify its fan‑engagement strategies and to offer students and visitors a fresh, modern way to celebrate sporting victories.

Looking Ahead

The first official Boulevard‑Mizzou event is slated for the upcoming homecoming football game on October 12, when the university will open its “Boulevard Tailgate” at the corner of Campus Drive. Boulevard will serve its standard lineup of beers, plus the limited‑edition “Mizzou 2024” amber, and will set up a booth featuring a photo‑op with the Mizzou mascot, a “Tiger‑Shaped” beer mug.

Long‑term, the partnership may extend to other Mizzou athletics, including baseball, men’s basketball, and the university’s rising women’s soccer program. Boulevard’s brew‑masters are already exploring the possibility of a “Mizzou Midnight” porter that would be brewed in partnership with the university’s College of Science to showcase a “science‑based” brewing process.

As the partnership rolls out, both parties will monitor engagement metrics and fan feedback to ensure that the experience remains enjoyable and responsible. The university’s athletics office will publish a post‑game survey that captures insights on how students and alumni perceive the integration of craft beer into the college‑sport setting.

In the end, the Boulevard‑Mizzou collaboration is a testament to how traditional college sports and modern craft culture can coexist, benefiting fans, local businesses, and the broader community. It’s a model that, if successful, could set a precedent for other universities looking to blend athletic tradition with the growing craft‑beer movement.

For more details on Boulevard Brewing’s products and the new partnership, visit https://boulevardbrewing.com and https://mutigers.com.

Read the Full WDAF Article at:
[ https://www.yahoo.com/news/articles/boulevard-brewing-partners-mizzou-athletics-174211868.html ]

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