Boulevard + Kansas Athletics

Waving the (Boulevard) Wheat

Boulevard Brewing Co. and Quirk Hard Seltzer have announced their official new partnership as “Proud Sponsors of Kansas Athletics” ahead of the upcoming 2025-2026 school year. This collaboration kicks off just ahead of the highly anticipated opening of the reimagined David Booth Kansas Memorial Stadium for the football season.

Embracing the “WAVE THE WHEAT” spirit in a delicious new way, Boulevard will release special co-branded 19.2-ounce cans of Unfiltered Wheat and Quirk Strawberry Lemon & Basil. These cans will proudly feature the 1946 Jayhawk and the 1912 Jayhawk, respectively, and will be available this fall at Kansas Athletics games and retailers across Kansas.

Boulevard will also be the presenting sponsor of a new fan experience pregame block party tailgate area outside of the stadium: Gameday Boulevard on 11th St. Later this fall, fans can keep an eye out for new special limited release products to hit shelves, which will be revealed just in time for basketball season.

The University of Kansas and Lawrence, Kansas, hold a special place in the Boulevard story, beginning with founder John McDonald, a 1976 KU graduate with a BFA in printmaking.

“Some of the best times of my life were spent in Lawrence, Kansas,” said McDonald. “The University of Kansas is one of the greatest brands ever. To be associated with a regional brewery like Boulevard is a win win.”

Jayhawks fans attending Kansas Athletics games can now enjoy Boulevard fan favorites such as Unfiltered Wheat, Space Camper IPA and Quirk Hard Seltzer.

In addition to supporting Kansas Athletics, Boulevard will also partner with the Kansas Alumni Association, participating in events such as the Alumni Association Pregame Tailgates and the Rock Chalk Forever annual event.

“At Boulevard, we’re lucky to have both fans and employees who are proud to wave the banner for their alma maters,” said Bobby Dykstra, Chief Commercial Officer for Boulevard and Duvel USA. “We’ve found a lot of natural overlap between the passion of college sports fans and the passion of Boulevard and Quirk drinkers. We’re thrilled to honor those fan bases by expanding our presence in the college sports landscape and partnering with Kansas Athletics, which has an important role in Boulevard’s founding history.”