A beer designed to support University of South Florida student-athletes through an exclusive NIL collective was the goal and Mike Bishop has been happy with the result.
Brahman Golden Ale has been a collaboration initiated by connecting Thirsty Buffalo‘s co-owner Mike Bishop and the Fowler Avenue Collective with representatives Will Turner and Corey Long.
Inspired by similar successful NIL-driven beer projects across the country, the Florida brewery and the collective worked to create an arrangement that allowed for meaningful financial contributions to student-athletes while ensuring compliance with legal and licensing requirements.
“When we sat down to talk over the project, it was really a match made in heaven,” Bishop said. “I’m just as passionate about my alma mater as I am about crafting great beer.”
The initiative reflects a growing trend in collegiate athletics where craft breweries collaborate with organizations to develop unique products benefiting student-athletes while fostering community engagement.
One key consideration in structuring the partnership was ensuring that all agreements met legal and compliance standards. Unlike direct university sponsorships, which involve complex regulations and NCAA restrictions, this collaboration operates exclusively through Fowler Avenue Collective, sidestepping potential branding limitations.
While the beer packaging features USF’s signature green and gold, it does not incorporate official university logos, ensuring adherence to intellectual property guidelines.
“It’s important to note that even though this benefits USF student-athletes, our agreement is with the FAC, not USF directly,” Bishop told Brewer. “Consumers will make a clear connection, and we will not be violating any agreements with USF and the NCAA.”
Licensing agreements were crafted to clarify that while the beer supports USF athletes, there is no direct affiliation with the university itself. This distinction allows for the use of USF-adjacent branding without infringing on the school’s trademarks. Attorneys representing both the brewery and Fowler Avenue Collective worked closely to finalize an agreement that balanced brand representation with compliance requirements.
“It was just about crafting up the right arrangement that worked out for both parties,” Bishop said. “Our attorneys collaborated and came to a fair agreement, and we were off to the races.”
The financial structure of the initiative follows a revenue-sharing model in which a percentage of Brahman Golden Ale sales contributes directly to Fowler Avenue Collective. This model ensures that every sale benefits USF student-athletes while allowing Thirsty Buffalo to maintain financial sustainability in the matter as well.
“We structured this as a percentage of revenue of Brahman Golden Ale manufactured,” Bishop said. “This allows us to keep it simple and ensure that the proper amount is being contributed towards the FAC.”
The beer’s style was selected with the USF fan base in mind. Brahman Golden Ale was developed by head brewer Joel Moore in collaboration with Fowler Avenue Collective. The beer features Saphir hops and was created to be an ideal choice for tailgating and game-day celebrations.
“It was important to have a beer that was great for all sorts of gatherings and sporting events,” Bishop said. “We thought a Golden Ale was super fitting to match with the USF green and gold.”
READ MORE: Why This NIL Partnership Benefits both Parties
The beer is designed to be highly sessionable, and appealing to both craft beer enthusiasts and casual beer drinkers alike.
Marketing efforts for Brahman include a combination of event sponsorships, promotions, and social media outreach. A key component of the launch includes a watch party for the USF/Memphis men’s basketball game, hosted at Thirsty Buffalo’s Land O’Lakes location. The event aimed to engage alumni, students, and fans while generating awareness for both the beer and the NIL collective.
For breweries considering similar collaborations, Bishop emphasizes the importance of patience and strategic planning.
“I think the big thing to consider is that a project like this takes time,” he said. “From developing the correct recipe you’re happy with, to having artwork created that fits the collaborative branding, and everything in between.”
Frequent dialogue between stakeholders is essential to align marketing strategies and maintain transparency regarding beer sales and contributions.
“Communication is key; we speak with the FAC on a weekly basis to work on marketing efforts and promotions, as well as filling them in on placements in the market,” he said.
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