Maker’s Mark partners with Unrivaled for first sports league deal

Maker’s Mark has entered the professional sports arena with a multi-year partnership with women’s basketball league Unrivaled in the United States.

The bourbon brand will feature on broadcast-visible signage, run 30-second commercials on TNT and truTV, and deploy custom digital content on Bleacher Report.

The deal, announced ahead of the league’s second season starting January 5, includes immersive fan activations at Sephora Arena in Miami and Xfinity Mobile Arena in Philadelphia. Ticket holders will experience branded spaces, league-inspired cocktails, and the pre-game Fan Fast event, featuring games, merchandise, photo opportunities, and interactive activities. At Sephora Arena, Maker’s Mark will convert the VIP Lodge Box into an immersive brand environment.

The sponsorship will showcase the brand’s global “Perfectly Unreasonable” campaign, launched in February by creative agency Carmichael Lynch, across commercial and digital channels throughout the season and playoffs.

Unrivaled, a player-owned women’s basketball league, generated 589 million earned and owned social media impressions in its inaugural season and reached nearly 20 million viewers.

The league added over 20 corporate partners, including Samsung Galaxy, Under Armour, and Wayfair, while attracting rising interest in women’s sports and high-profile athletes such as Caitlin Clark and Angel Reese. Its second season will expand with two new clubs, larger arena fan sections, a Philadelphia tour stop, and an additional national broadcast night.

Maker’s Mark’s sponsorship aligns with Beam Suntory’s strategy to strengthen its presence in the U.S. market amid recent bourbon sales declines. Exports to U.S. distilled spirits fell 9% year-over-year in Q2 2025, equating to $57.4 million lost, compounded by excess inventory and economic uncertainty in overseas markets.

Discover how Maker’s Mark is leveraging sports sponsorship to reach new audiences this season in the full story.