March hoops kicks off the collaboration with DraftKings naming Yuengling the exclusive sponsor of the “Yuengling Bracket Battle” which runs from March 13 to April 4. Eligible fans will have the opportunity to make free picks at the start of the tournament and compete for $60,000 in cash prizing. Fans can also take part in the college basketball action up to eight times throughout the series with an exclusive, free-to-enter “Yuengling Bracket Pick’em” contest series for a shot to win up to $40,000 in prizes.
“As America’s Oldest Brewery, we are always looking for ways we can provide fun beer drinking experiences that speak to our fans’ greatest passions,” said Wendy Yuengling, 6th generation family member and Chief Administrative Officer. “When we saw how much consumers and retailers enjoyed our basketball collaboration last year, we did not want to miss the opportunity to work with DraftKings again, in association with our flagship Lager brand, and make unforgettable sports moments together.”
As part of the collaboration, Yuengling will roll out a unique, co-branded look with DraftKings-branded point-of-sale items across Yuengling’s 23-state footprint. Fans are encouraged to look out for the limited-time branding on beer displays of Yuengling’s iconic Traditional Lager packs, Light Lager 99, Golden Pilsner and Black & Tan, encouraging customers to play the Yuengling DraftKings contests for free.
Watch for Yuengling Lager draft features during the tournament and beer specials during the games. Consumers can also find special, co-branded Yuengling and DraftKings aluminum cups at their favorite bars and restaurants and can scan the Snapchat code along the side of the cup to unlock a fun Yuengling-branded basketball lens and to enter the Yuengling Bracket Battle.