GoatLab unveils TUSK craft beer in NIL deal with Arkansas Edge

Lowell-based GoatLab Brewery is the official craft brewery partner of the Arkansas Razorbacks and the Arkansas Edge, which is the official name-image-likeness (NIL) collective of the Razorbacks.

According to Thursday’s (Aug. 8) announcement from the University of Arkansas Department of Intercollegiate Athletics, GoatLab is a “family-owned, veteran-owned, and Razorback-owned,” craft brewery that provides seasonal brews and woodfired pizza. GoatLab is tied to a German word – “Gemutlichkeit” – that implies a “communal sense of belonging.”

“We couldn’t be more excited to team up with the Arkansas Razorbacks and Arkansas Edge,” GoatLab owner Bill Adams said in a statement. “This partnership is a dream come true for us. As a local Arkansas business rooted in fun family values and German brewing traditions, we’re passionate about delivering exceptional craft beer. Coming from a family of alumni and current students at the University, supporting student-athletes and contributing to their success is a cause we wholeheartedly believe in.”

As part of the deal, GoatLab is introducing a new craft beer labeled “TUSK.” GoatLab has also committed a portion of proceeds from TUSK beer sales to support NIL opportunities for Arkansas student-athletes through Arkansas Edge. Also, GoatLab will supply spent grain from the brewing process as food for Tusk VI on his farm near Dardanelle.

GoatLab plans to host a public tasting from 5 to 8 p.m., Aug. 15, at the brewery’s taproom in Lowell. Entry to the event is free, but those attending should register at this link to reserve an entry spot.

Since the implementation of the new NCAA NIL guidelines on July 1, 2021, there has been a surge in the establishment of NIL collectives, especially within Power 5 schools. The collectives provide a way for boosters and fans to engage with athletes through NIL deals, pooling financial resources and creating user-friendly marketplaces.

Typically initiated by influential alumni and boosters, collectives facilitate connections between supporters and athletes in the evolving landscape of NIL opportunities. The Arkansas Edge NIL was first announced in November 2023.