A partnership between Tempe-based Huss Brewing Co. and Arizona State University’s athletic department inked earlier this year will bring a Huss-branded taproom to ASU’s Mountain America Stadium in time for the 2025 college football season.
During the Sun Devils football season, which starts on Aug. 30 with the Northern Arizona University Lumberjacks coming to Tempe, fans will be able to get locally brewed craft beer in the air-conditioned Huss Hideout space inside Mountain America Stadium.
The partnership between Huss and ASU started July 1 and as part of the deal Huss was named the “official craft beer partner of Sun Devil Athletics.”
As part of the deal, Huss has introduced a new beer, Devil’s Halo Lager – which is the new official craft beer of Sun Devil Athletics. The beer will not only be available at Sun Devil Athletics’ games and events, but Huss is marketing the product to bars, restaurants and retailers across the state.
“Devil’s Halo Lager was brewed to capture the energy and spirit of Sun Devil Nation; it’s crisp, refreshing and perfect for game day,” Leah Huss, co-owner of Huss Brewing Co., said in a statement. “We can’t wait to welcome fans to the new Huss Hideout this fall.”
Beer sales support ASU athlete NIL deals
Proceeds from Devil’s Halo Lager sales will go towards the Sun Angel Collective, which raises funds and creates opportunities related to Name, Image and Likeness (NIL) rights for ASU student-athletes. Other vendors’ beer will also be sold at the taproom.
“The debut of Devil’s Halo Lager and the new Huss Hideout at Mountain America Stadium are game-changing additions for our fans, offering a first-class experience that’s authentically local,” Graham Rossini, ASU athletics director, said in a statement. “Even better, this partnership directly supports our student-athletes through NIL, helping us strengthen and retain top talent right here in Tempe.”
Since taking over the program just over two years ago, Kenny Dillingham, the head coach of the ASU football team, has tried to put pressure on the local business community to take a bigger role in NIL as an effort to attract and retain a more talented caliber of player.
ASU and the Sun Angel Collective have been working to find different types of sponsorships and partnerships to raise money and opportunities for student athletes to cash in on NIL deals. This is the first football season when schools are allowed to make direct payments to athletes, even beyond NIL deals.
Last season, ASU surprised most football fans when the team won the Big 12 Championship and participated in the College Football Playoff.
This story is posted in partnership with Phoenix Business Journal. Click to read more on the taproom at Phoenix Business Journal.
