In the world of sports and spirits, some partnerships just make sense—like a smooth pour of Kentucky bourbon paired with the thrill of a fast-paced game. That's exactly what's happening as Maker's Mark, the legendary handmade bourbon that's been breaking molds since the 1950s, steps up as the first Official Spirits Partner for Unrivaled, the groundbreaking women's basketball league that's shaking up the pro scene. This multi-year deal, announced just before the league's second season kicks off in January 2026, marks Maker's Mark's debut in sponsoring a sports league, and it's set to bring a whole new flavor to the courtside experience.
Unrivaled isn't your typical league. Founded by star players Breanna Stewart and Napheesa Collier, it's all about putting athletes first—giving them ownership stakes and equity so they have real skin in the game. Launched back in January 2025, it features eight clubs battling it out in a high-energy 3-on-3 format on a compressed full court. The league drew millions of fans in its first year, and now it's gearing up for an even bigger 2026 season. They'll tip off on January 5 in Miami, adding two new clubs, revamping the arena with more spots for fans, and even hitting the road for their first tour stop in Philadelphia. With extra national broadcast nights—now four in total—plus fresh brand tie-ins and a stacked roster of top talent, Unrivaled is pushing women's basketball into uncharted territory, proving that player-led ventures can redefine the sport.
Maker's Mark fits right into that rebel spirit. This isn't just any bourbon; it's the one that tossed out a 170-year-old family recipe in 1953 to craft something bolder and better. Founders Bill Samuels Sr. and his wife Margie decided to use soft red winter wheat instead of the usual grains, creating that signature sweetness and creaminess that's made it a go-to for bourbon lovers everywhere. Every bottle still gets hand-dipped in red wax, every barrel rotated by hand—it's all about going the extra mile for quality. And now, they're extending that same drive to Unrivaled, celebrating folks who chase big ideas without apology.
Napheesa Collier, one of Unrivaled's co-founders, put it best when she said, "What Maker's Mark has done throughout its renowned history is exactly what Unrivaled aims to do, which is carving our own path to create something better, and leaning into unreasonable ideas instead of shying away from them. That's what makes Maker's Mark a perfect fit as our first Official Spirits Partner. We're grateful for their support in our continued pursuit of making the unreasonable a reality for women's basketball."
On the flip side, Rob Samuels, the eighth-generation whisky maker and managing director at Maker's Mark, sees the connection clear as day. He noted, “Maker’s Mark founders - my grandparents - broke with tradition to reimagine what bourbon could be—a perfectly unreasonable spirit that endures today. Beginning with co-founders Breanna Stewart and Napheesa Collier, Unrivaled shares that same spirit, and we’re delighted to shine a light on their community of players who prioritize passion and purpose on and off court.”
The partnership isn't just talk—it's packed with real perks for fans and players alike. At games in Miami's Sephora Arena and Philadelphia's Xfinity Mobile Arena, ticket holders can dive into Maker's Mark experiences in special hospitality areas, sipping on custom cocktails inspired by the league's vibe. In Miami, they're even transforming a VIP Loge Box into an immersive Maker's Mark spot, where high-rollers can kick back in style. Before tip-off at select games, the pre-game Fan Fest outside the arenas will feature Maker's Mark setups with games, photo ops, exclusive gear, and activations that capture Unrivaled's energy.
Visibility is key here too. Maker's Mark will have eye-catching displays inside the arenas, including signage that shows up on broadcasts. They'll run 30-second ads on networks like TNT and truTV during the regular season and playoffs, spotlighting their new "Perfectly Unreasonable" campaign. That message hits home: it's all about pushing boundaries in life and in bourbon to turn good into great. Plus, they're teaming up with Bleacher Report for custom content, keeping the buzz going online.
Regan Clarke, U.S. vice president of American Whiskey Brands at Suntory Global Spirits, summed up the excitement: “This partnership brings together two brands that have challenged convention with an independent and generous spirit to create something truly new and compelling for their category. We’re thrilled to bring the dynamic energy of Unrivaled to life for basketball and bourbon fans alike - whether they’re enjoying the game in the arena or tuning in to watch with friends over a Maker’s Mark cocktail.”
Beyond the games, this tie-up opens doors for more. Unrivaled and Maker's Mark are rolling out exclusive content and perks for their ambassadors and fans, like nearby bar events and signature drink recipes. Folks can check it out at www.makersmark.com/unrivaled-announcement or follow @makersmark and @unrivaled on Instagram. It's a smart way to blend the worlds of hoops and high-quality spirits, appealing to anyone who appreciates hard work, innovation, and a good time.
Diving deeper into Maker's Mark's story, it's a tale of family grit and forward thinking. After burning that old recipe, the Samuels built a distillery on Star Hill Farm in Kentucky, turning it into a hub for bourbon excellence. Today, they've grown the lineup with standouts like Maker's Mark 46, Cask Strength, Cellar Aged, and their custom Private Selection barrels. In 2025, they launched Star Hill Farm Whisky—their first wheat whisky, which snagged awards and became the first to get Estate Whiskey certification. That move sparked the Maker's Mark Regenerative Alliance, a push to promote regenerative farming practices, inviting other farms, bars, and restaurants to jump on board.
They're not just about the booze; sustainability is baked in. Maker's Mark holds B Corp and Regenified certifications, thanks to eco-friendly efforts at Star Hill Farm. The place aims to be the most welcoming, culturally vibrant, and green distillery out there, staying true to the founders' vision of making a positive impact.
Unrivaled, meanwhile, is rewriting the rules for women's pro sports. By giving players equity, it's ensuring they benefit directly from the league's growth. The 3-on-3 setup keeps things intense and fast, showcasing the skills of the world's best women's basketball talents. After a debut season that hooked fans nationwide, the expansions for 2026—like those new teams and broader TV coverage—signal that this league is here to stay and thrive.
For guys who remember the glory days of pickup games or savoring a neat bourbon after a long week, this partnership hits on all cylinders. It's about respecting traditions while daring to evolve them, much like swapping stories over a drink or cheering on underdogs who become champions. As Unrivaled charges into its next chapter and Maker's Mark keeps pouring innovation, this duo could inspire more crossovers between sports and lifestyle brands. Whether you're courtside in Miami, catching the action on TV, or mixing up a Maker's Mark highball at home, it's a reminder that great things happen when passion meets purpose. Keep an eye on this one—it's just getting started.
