The Detroit Pistons have found a new partner that brings more than just sponsorship dollars to Little Caesars Arena. Off Hours Bourbon, an award-winning spirits brand that's been making waves since 2020, has signed on as an Official Partner of the Detroit Pistons in a multi-year deal announced this week.
The partnership marks a significant move for both organizations. For Off Hours, it's a chance to align with one of basketball's legendary franchises. For the Pistons, it brings a fresh approach to fan engagement that extends well beyond typical arena advertising.
What Fans Can Expect at Games
Starting now, Pistons fans heading to Little Caesars Arena will notice Off Hours' presence throughout the venue. The bourbon brand has become part of the game-day atmosphere, though the real highlight might be what's pouring at the concourse bar near the Chevy Entrance.
The arena will feature an exclusive signature cocktail called the Off Hours Maple Berry Press. This drink combines Off Hours bourbon with fresh berry flavors, maple syrup, and sour mix. The cocktail comes in a collectible basketball cup that fans can take home as a souvenir from the game.
It's the kind of detail that transforms a standard arena beverage into something fans might actually remember. The collectible cup adds another dimension to the experience, giving attendees a tangible reminder of their night at the arena.
A Modern Take on Bourbon
Off Hours Bourbon entered the market with a specific mission: changing how people think about whiskey. The brand launched in 2020 with the goal of breaking down outdated ideas about who drinks bourbon and where.
"It is an honor to join the Pistons family and bring our modern approach to bourbon to one of the most passionate fanbases in the NBA," said Jake Ireland, Founder of Off Hours Bourbon. "This partnership is about celebrating the 'off hours' together, and savoring time with friends and family while enjoying a great game."
The company has deliberately moved away from the traditional bourbon imagery of dimly lit bars and old-school masculinity. Instead, Off Hours positions itself as a bourbon for everyone, regardless of setting or occasion. Their tagline says it all: a bourbon made for afternoon relaxations, late night conversations, game days, and winning celebrations.
The bourbon itself offers a balanced flavor profile with hints of vanilla, nutmeg, toasted pecans, and rich notes of cinnamon. The smoothness makes it approachable for both bourbon enthusiasts and those just getting into whiskey.
The brand's approach has clearly resonated. Off Hours has expanded throughout the United States and collected five gold medals and two double gold medals in spirits competitions. That track record of quality gives the Pistons partnership credibility beyond just marketing flash.
More Than Just Courtside Presence
The collaboration between Off Hours and the Pistons goes deeper than simply having branded displays at the arena. The partnership has been designed to create engagement opportunities both inside and outside Little Caesars Arena.
"We're thrilled to welcome Off Hours to the Pistons family as they share our passion for Detroit and our commitment to delivering unforgettable moments for our fans," said Rob Croll, Senior Vice President of Corporate Partnerships & Engagement for the Detroit Pistons. "We look forward to working together and building strong, lasting relationships at games, inside the arena, and for fans at home."
That mention of fans at home points to another component of the deal. Off Hours has been integrated into Pistons Rewards, the team's loyalty program. Fans can now earn exclusive giveaways and experiences by purchasing Off Hours bourbon and uploading their receipt to the Pistons Rewards platform.
This creates a direct connection between what fans drink at home and their relationship with the team. It's a smart move that extends the partnership beyond the handful of nights when fans actually attend games in person. For the many supporters who watch from home, it offers a way to feel more connected to the team while enjoying a drink during the broadcast.
The Pistons Legacy
The Detroit Pistons bring serious history to this partnership. Since arriving in Detroit in 1957, the franchise has built one of the NBA's most impressive resumes. The team has racked up over 2,500 regular-season and playoff victories over the decades.
The trophy case includes three NBA Championships from 1989, 1990, and 2004. The Pistons have made five NBA Finals appearances and reached the Eastern Conference Finals eleven times. Those "Bad Boys" teams of the late 1980s and early 1990s remain legendary in basketball circles, while the 2004 championship team proved that defense and teamwork could still win titles in an increasingly offense-oriented league.
Beyond the court, the organization has invested heavily in its infrastructure. In October 2019, the club opened the Henry Ford Detroit Pistons Performance Center in the New Center area. This state-of-the-art campus serves as both the team's practice facility and corporate headquarters.
Since Tom Gores, a Michigan native, purchased the team in 2011, the organization has emphasized operating as a community asset. The focus has been on innovation and forward-thinking approaches to the business of basketball. The Off Hours partnership fits squarely into that philosophy.
Why This Partnership Makes Sense
On paper, pairing a basketball team with a bourbon brand might seem like just another corporate sponsorship. But the alignment between Off Hours and the Pistons runs deeper than simple name recognition.
Both organizations are working to redefine expectations in their respective industries. The Pistons are rebuilding a young, exciting team while modernizing the fan experience. Off Hours is reimagining what bourbon culture looks like and who it serves.
Detroit itself plays a role in the connection. The city has experienced its own transformation in recent years, with new businesses, restaurants, and cultural attractions reshaping the downtown area. A modern bourbon brand partnering with a historic franchise in a revitalized city creates a narrative that resonates with locals and visiting fans alike.
The partnership also recognizes how sports viewing has evolved. While nothing replaces the energy of being at Little Caesars Arena for a game, most fans experience the majority of games from home, at a bar, or at a friend's house. The Pistons Rewards integration acknowledges that reality and gives fans a way to participate in the team's culture even when they're not in the building.
Looking Ahead
As a multi-year agreement, this partnership has room to grow and evolve. The initial rollout focuses on in-arena presence and the rewards program, but future activations could include special edition bottles, watch parties, or other creative collaborations.
For Off Hours, the deal provides exposure to a dedicated fanbase in a major market. Detroit and Michigan have strong bourbon and whiskey communities, making it fertile ground for the brand's continued expansion.
For the Pistons, the partnership adds another layer to the game-day experience while providing fans with tangible rewards for their loyalty. As the team continues developing its young roster and building toward playoff contention, having engaged fans both at home and in the arena will be crucial.
The bourbon is meant for creating memories, celebrating each other, and the moments in-between. That philosophy aligns naturally with what sports fandom is all about—those shared experiences, whether your team wins or loses, that become stories you tell for years.
As the partnership moves forward, Pistons fans now have a new way to toast their team's successes and commiserate through the tough games. And in Detroit, a city that knows something about resilience and celebration, that seems like a pretty good fit.
