CHAMPAIGN, IL – Illinois fans, get ready to cheer louder (and sip smarter)! ICON Collective has teamed up with DESTIHL Brewery—the award-winning, Illinois-alum-founded craft powerhouse based in Normal, IL—to launch two official Illini beers just in time for the 2024 football season opener against Eastern Illinois on August 29. Meet ILL-IPA, a bold, citrus-hopped India Pale Ale, and Oskee Light, a crisp, crushable premium light lager—both brewed to fuel game-day spirit and directly support Fighting Illini student-athletes through NIL (Name, Image, Likeness) funding.
Available first at Memorial Stadium for football and State Farm Center for basketball, these orange-and-blue brews will also hit select Champaign-Urbana bars, restaurants, and retailers in early September. Thanks to DESTIHL’s massive distribution network—covering Chicagoland, the entire state of Illinois, and nearly 40 states nationwide—Illini fans from coast to coast can raise a glass in support. Use the DESTIHL Beer Finder to track them down. A portion of every sale goes straight to ICON, powering NIL opportunities that help Illinois athletes compete at the highest level.
“This is NIL done right—fun, local, and fan-powered,” said ICON President & CEO Kathleen Knight. “DESTIHL’s Illinois roots and brewing excellence make them the perfect partner to bring Illini pride to every pint.”
“We’re thrilled to welcome DESTIHL as a Proud Partner of Illinois Athletics,” said Rob Louthain, GM of Fighting Illini Sports Properties. “Their quality, reach, and Illini passion mean fans everywhere can enjoy great beer while backing our student-athletes,” added Parish Mason, FISP Business Development Manager.
“Orange and blue isn’t just a color—it’s family,” said DESTIHL Founder & CEO Matt Potts, an Illinois grad alongside his wife and two kids. “We poured our craft and our hearts into ILL-IPA and Oskee Light. Now, let’s drink up, cheer loud, and send the Illini to victory!”
Want to go all in? Join ICON for Illini (individual memberships) or the ICON Business Coalition (corporate support) for exclusive perks and direct impact. Visit ICONforIllini.com or follow @ICONforIllini on Twitter, Instagram, and Facebook.
For more information about Fighting Illini Athletics, please visit its website at www.fightingillini.com, and for more information about DESTIHL, please visit its website at www.DESTIHL.com.