University of Michigan + Founders Brewing Co. Partnership

In 2024, Founders Brewing partnered with the University of Michigan as the official craft beer partner during the inaugural season of alcohol sales inside the iconic Big House - a first in the stadium’s history. Founders took the lead in designing the branded bar environment and developing the full marketing strategy for this first-of-its-kind game-day experience.

This partnership marked a major milestone for both brands, blending craft beer culture with collegiate tradition to engage one of the most passionate fan bases in the country. I served as Lead Creative Director and Designer for this project, overseeing the full creative vision and execution.

The result was a breakthrough activation that positioned Founders not just as a beer brand, but as an integral part of the Michigan game-day experience, uniting fans, flavor, and football under one roof. The activation exceeded expectations in both sales and brand awareness, driving significant growth in on-premise performance throughout the season.

Our team also developed a fully integrated campaign that included on- and off-premise materials, digital display, animation, paid and organic social, consumer engagement programs, and giveaways, all centered around the shared spirit of community, craftsmanship, and Michigan pride, anchored by our trademarked tagline: “Champions Are Made in Michigan.”