New bourbon brand will support UofL student athletes through 502 Circle
A new bourbon brand is being launched in partnership with 502Circle, an NIL collective for UofL student athletes. A new bourbon brand, O.K.I. Spirits, is partnering with 502Circle, an NIL collective for University of Louisville student athletes. The brand, named Athlete's Cut, is a double barreled bourbon blend that spent more than 8 years aging and will cost $49.99 and will be available throughout the state in early Fall 2024 for the start of football season. 15% of all sales will benefit 502 Circle, led by Dan Furman. The partnership is seen as another example of partnerships supporting student athletes in the past.
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A new bourbon brand is being launched in partnership with 502Circle, an NIL collective for UofL student athletes.
A new bourbon brand is being launched in partnership with 502Circle, an NIL collective for UofL student athletes.
If you're new to the topic, NIL stands for "Name Image Likeness." The three letters have essentially become shorthand for the ways in which a college athlete can profit off of themselves — it's complicated and evolving, to say the least.
All that said, the aptly named Athlete's Cut comes via O.K.I. Spirits, a brand owned by Cincinnati area whiskey entrepreneurs Chad Brizendine and Jake Warm.
Athlete’s Cut blended bourbon whiskey is a double barreled bourbon blend that spent more than 8 years aging, according to a news release. The blend is comprised of 4 different mashbills from MGP Ingredients' distillery in Lawrenceburg, Indiana and is bottled at 90 proof in Bardstown, Kentucky. The suggested price will be $49.99 and available throughout the state in early Fall 2024 for the start of football season.
The release notes that 15% of all sales to 502Circle, which is led by Dan Furman. LBF Reporter Stephen P. Schmidt spoke with Furman about the state of 502 Circle at the Kentucky Derby last month.
“I was born & raised in Louisville, KY and I’m a proud graduate of the University of Louisville,” said Brizendine in the release. “We’re thrilled to be partnering with Dan [Furman] and the 502Circle to raise funds to support student athletes. Buying a fantastic bottle of bourbon for your home bar or tailgate to share with friends, family, and other fans is a great way to support 502Circle,” Brizendine said.
“I couldn’t be more thrilled to have O.K.I. as our Official Whiskey Partner of 502Circle” said Furman, “We’re in the heart of bourbon country and the launch of Athlete’s Cut by O.K.I. gives our fans a fun way to support us by combining several passions.”
We've seen similar partnerships like this in the NIL space. In February we reported that Hoosiers Connect, an organization which supports Indiana University student-athletes, started a collaboration with Southern Indiana-based Starlight Distillery to make “Official Hoosiers Connect Vodka."
O.K.I. Spirits are available in seven states and include bourbon whiskey, rye whiskey, and most recently O.K.I. Bourbon Barrel Ale.