Atlanta Gladiators renew Broadstreet Infamous whiskey deal

Broadstreet Infamous has renewed and expanded its partnership with the Atlanta Gladiators for upcoming ECHL seasons, adding new rink branding and a custom cocktail at Gas South Arena. The deal deepens the Georgia bourbon brand’s presence in the 13,000-seat venue and broadens fan-facing activations across game nights and digital channels.

Why it matters: - The renewed deal gives Broadstreet Infamous a larger footprint in Atlanta Gladiators game-day operations and strengthens the bourbon brand’s sports marketing push in Georgia. - The partnership adds a new arena cocktail and ice-level branding, two high-visibility assets that can drive fan trial and brand recognition. - The agreement also extends Broadstreet Infamous’ reach beyond hockey, with placements across Gas South Arena bars and the broader Gas South District.

What happened: - Broadstreet Infamous announced a two-year renewal and expansion of its partnership with the Atlanta Gladiators on August 11, 2026. - The bourbon brand will remain the Official Whiskey of the Atlanta Gladiators for upcoming ECHL seasons. - The company also continues as the Official Bourbon of Gas South Arena. - Broadstreet Infamous is available at all Gas South District bars.

The details: - The partnership builds on a successful inaugural season, with expanded visibility and fan engagement inside Gas South Arena. - The 13,000-seat venue will keep in-arena announcements, video board advertising and digital signage featuring Broadstreet Infamous. - The Gladiators Ice Crew will again wear custom Broadstreet Infamous-branded apparel during game appearances as part of the “Whiskey on Ice Crew” activation. - New rink branding will place custom bottle images and the company logo at both ends of the ice. - The arena hospitality program will debut “Infamous Maximus,” a custom bourbon cocktail created exclusively for Atlanta Gladiators home games. - The cocktail combines the Broadstreet Infamous name with the Gladiators’ mascot and will be sold at Gas South Arena bars throughout the season. - “Infamous Maximus” will also appear in the team’s “Know Before You Go” emails sent before each home game. - Digital exposure will include an official partnership announcement on Atlanta Gladiators social channels. - The brand will also appear in game-day social media posts throughout the season. - Intermission score updates will feature Broadstreet Infamous in social posts during the season. - The Atlanta Gladiators’ official website will carry the company logo. - In-arena video board and digital monitor placements will continue.

Between the lines: - The expanded inventory of branding, hospitality and digital placements suggests Broadstreet Infamous is using the Gladiators to build a broader Georgia identity, not just sell bourbon. - The move toward a team-specific cocktail points to a strategy of tying the brand to local fan rituals and repeat purchases. - Broadstreet Infamous is positioning itself as a regional spirits brand with sports and entertainment partnerships as a growth engine.

What's next: - Fans will see the new activations during upcoming Atlanta Gladiators home games at Gas South Arena. - Broadstreet Infamous will keep promoting the partnership across its own and the team’s digital channels. - The company plans to continue expanding through sports, entertainment and premium hospitality partnerships. - Broadstreet Infamous is distributed statewide by Savannah Distributing, has more than 200 placements across North Georgia, and ships online to consumers in 41 states and Washington, D.C. - The brand earned Gold and Double Gold honors at the 2025 PR%F Awards, a double-blind spirits competition.

The bottom line: - Broadstreet Infamous is turning a team sponsorship into a deeper arena-wide brand platform, with more ways for Atlanta fans to see, order and remember the bourbon brand.