In Durham, the wildcat logo is everywhere, symbolizing the University of New Hampshire’s pride in academics, athletics, and most importantly, community. Students and alumni alike see that wildcat logo and know they are home.
The UNH Athletic Department incorporated this community feel into a significant collaboration with Bud Light. Partnered with New Hampshire Distributors and Anheuser-Busch, UNH announced the limited edition Bud Light Wildcat cans, which began selling at UNH as well as other retail locations across the state of New Hampshire in August 2025.
“This type of collaborative retail partnership is rare amongst non-Power 4 Athletic departments,” said Chuck Gray, Interim Manager of Business Development with Wildcat Sports.
UNH was selected for this collaboration program among other dominant sports schools such as Alabama, Texas, and Oklahoma.
UNH’s long-term partnerships have strengthened its alumni connections, as well as fostered a true sense of community pride. Last year, they partnered with Deciduous Brewing, an alumni-owned brewery in Newmarket, to create “Go ‘Cats” beer. It is a New England-style IPA available for fans’ enjoyment at Wildcat football and men’s hockey games, as well as select retail locations.
“The collaboration was another way of celebrating UNH pride in the marketplace while supporting local alumni-owned businesses. The co-branded Bud Light can is simply the latest chapter in that ongoing relationship,” said UNH Athletic Director Allison Rich.
The Athletic Department’s relationship and sponsorship with Bud Light is incredibly important in expanding UNH’s visibility as a school beyond New Hampshire. Having such a well-known brand as a sponsor, like Bud Light, also brings immense opportunity for every athletic team on campus.
“That’s the beauty of these types of partnerships; the resources generated benefit the entire student-athlete experience. Corporate sponsorships are one of the ways we ensure broad-based support, so that all our teams can compete at their highest level,” said Rich.
Working alongside New Hampshire Distributors and the Brown/Kelly alumni family, with such a nationally recognized brand as Bud Light, a brand that caters to 21+ individuals, there were discussions that ended in the overall consensus that it does, in fact, align with NCAA guidelines as well as the University's values.
“Because the relationship is rooted in alumni and donor connections, and framed around community pride, people recognize this as a responsible, thoughtful partnership. It has reinforced UNH’s standing as a university that builds strong, intentional ties with its alumni and business community,” said Rich.
This sponsorship obviously brings a great deal of revenue to the athletics department, but the success of partnerships like this one goes far deeper than just monetary success. Rich said the department measures how it will strengthen the university overall, asking questions throughout the process, such as, “Does it engage alumni? Does it spark pride among fans across the state? Does it deepen our ties with business leaders who are graduates and long-time supporters?”
Partnerships like Bud Light are vital in keeping the athletics department running and thriving. Having a national company use the UNH Wildcat logo is so significant in marketing UNH sports and keeping it in the minds of individuals in the New Hampshire area.
“Working with New Hampshire Distributors and the Brown/Kelly family - alumni and donors with deep connections to UNH - makes the sponsorship more than just a transaction. It’s a reflection of our goals to build engagement, celebrate pride in New Hampshire, and ensure that our programs are positioned to thrive,” Rich said.
