KALAMAZOO, Mich. – Western Michigan University Athletics is excited to announce a new multi-year partnership with West Side Beer Distributing, Michigan's Premier Beverage Distributor. This agreement, secured by Bronco Sports Partners in collaboration with Van Wagner, names West Side Beer Distributing as the exclusive marketing partner for domestic and import beers, as well as seltzers and malt beverages at WMU athletic events.

"We are excited to have this new partnership opportunity with West Side Beer Distributing as the exclusive marketing partner for a wide variety of beverage options," said Vice President/Director of Athletics Dan Bartholomae.  "Their presence in Southwest Michigan will provide new visibility for our brand and enhance our fan experience." 

As a third-generation family-owned and community-centered company, West Side Beer Distributing has built a legacy of providing high-quality beverages throughout Michigan. As one of the largest beverage distributors in the state, their portfolio includes popular brands such as Bud Light, Michelob Ultra, and Labatt Blue, which will now be featured prominently in all WMU Athletics venues. WMU's fan deck at football games will now be called the Kona Big Wave Party Deck. The pool deck at Lawson Ice Arena will now be called the Labatt Lounge.

"Western Michigan University is a pillar of the Kalamazoo community, and we are thrilled to enter this partnership as we head into the new era of college athletics," said Ryan Klopcic, Vice President of Sales and Marketing of West Side Beer Distributing.  "We look forward to working with the university to enhance the fan experience."

The partnership will also involve co-branded point of sale displays throughout the Kalamazoo community, co-branded signage at local restaurants and bars and billboards.