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Pitt Athletics and Pittsburgh Brewing Company

A Pittsburgh-Centric Partnership


By rekindling a partnership that started in the 1960s, Pittsburgh Brewing Company sought to become more relevant in its hometown market through a relationship with a well-respected partner located just one mile away from the Pittsburgh Brewing executive offices.


Five months of initial conversations, meetings and thorough discussions between Pittsburgh Brewing Company and Pitt Sports Marketing culminated in a proposal that met the goals and needs of both partners. In their interactions and experience with Pitt Sports Marketing, Pittsburgh Brewing Company was an active participant in a positive and fluid planning process from start to finish that helped establish a meaningful partnership.


As the Official Local Beer of the Pittsburgh Panthers, Pittsburgh Brewing Company worked with Pitt Sports Marketing to develop a first of its kind partnership with Pitt Athletics, capitalizing on the announcement of upgrades to the Petersen Events Center in 2019-20, which included beer sales. The partnership includes the naming rights of a premium space inside the Petersen Events Center to be unveiled for the 2021-22 basketball season, branding within the designated premium area, in-venue LED signage, radio advertising over the Pitt Panthers Radio Network, and use of marks and logos on certain promotional items.


The partnership announcement was made official with a full press release that was delivered to local media outlets, and accompanying social media exposure, in August 2020. (link)


Pittsburgh Brewing Company produced co-branded Pitt and IC Light gear for use in promotional giveaways and set up in-store displays to celebrate the partnership.


The Pittsburgh Brewing Company partnership includes in-venue LED signage at Pitt football and basketball games to increase brand awareness.

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