Steel Hands Brewing has joined forces with Garnet Trust, a group that supports University of South Carolina (USC) student-athletes, to create a unique partnership. The result is the Sandstorm Game Day Lager, a beer specially brewed to assist student-athletes in their endeavors in Columbia.
Scheduled to be released on August 19, the Sandstorm Game Day Lager will be available in garnet-and-black six-pack cans at retailers throughout the state and on draft at the brewery. All proceeds from the sales of this beer will be directed towards helping USC student-athletes benefit from the NCAA’s new allowances, which enable players to profit from their name, image, and likeness (NIL).
The collaboration with Garnet Trust allows Steel Hands to support their community of student-athletes by raising awareness for charitable causes through NIL opportunities. This initiative not only assists student-athletes but also cultivates a culture of giving back within the community.
The Garnet Trust was established in November 2021 as the first NIL collective for USC. Its primary objective is to connect USC’s fan base with student-athletes through legal and compliant NIL opportunities. By compensating student-athletes for their deliverables, supporters gain access to exclusive experiences, digital content, autographed items, and events, based on their membership level.
This innovative approach to supporting student-athletes through the Sandstorm Game Day Lager demonstrates the evolving efforts to capitalize on NIL opportunities. It provides a new and creative way to generate revenue for USC student-athletes while fostering a stronger bond between the team and its fan base.
Notably, USC isn’t the only university benefiting from such partnerships. Similar arrangements have been seen with West Virginia NIL group, Country Roads Trust, and nearby brewery, Big Timber.
For Steel Hands Brewing, supporting USC and its athletic programs is nothing new. They have been hosting the annual football season kickoff parties for the USC sports news website Gamecock Central at their brewery for the past couple of years.
Moreover, the brewery has a track record of brewing beers for charitable causes through its Steel Paws initiative. Their namesake wheat ale has been raising funds to support canine programs at local law enforcement agencies near both their Cayce and Greensboro, N.C., locations since last year.
With the Sandstorm Game Day Lager, Steel Hands Brewing is not only contributing to the success of USC student-athletes but also setting an example of how businesses can play a vital role in supporting their communities and making a positive impact.