Seeking “community involvement,” and seeing a good match between two local entities, a popular Greeley-based brewing company is now the official beer of University of Northern Colorado Athletics.
WeldWerks, a 10-year-old craft brewing company at 508 8th Ave., approached UNC earlier this summer about the partnership.
Owner and founder Neil Fisher said the brewing company was looking for ways to become more involved in the local community. Fisher also sees “growth on the horizon” for both Greeley and UNC with academics and athletics.
WeldWerks and UNC then recently announced a three-year sponsorship agreement worth $75,000 in cash and trade.
Fisher mentioned UNC’s proposed college of osteopathic medicine as another effort from the university that can impact a business such as WeldWerks.
“I think it’s just really a good kind of marriage between two brands that are very, very much tied to Greeley and not going anywhere and are also on the rise,” Fisher said.
UNC wrestling fans give Andrew Alirez a standing ovation following his last home match in February 2025 at Bank of Colorado Arena on the UNC campus in Greeley. (Greeley Tribune file photo).The agreement means WeldWerks beers will be available during UNC athletic events at Nottingham Stadium and Bank of Colorado Arena where the football, wrestling, volleyball and men’s and women’s basketball teams host matches and games.
The beers will also be part of any concessions sold at soccer and baseball games played at the Jackson Stadium Complex and at softball games at Gloria Rodriguez Field, adjacent to the football stadium and arena.
Fisher said the sponsorship deal is not exclusive, meaning UNC may offer beers from other providers at the athletics events.
WeldWerks will be the sole sponsor of “The Bear Lair,” a 21-and-up, field-level hospitality space located behind the north end zone during football games at Nottingham Field.
After conversations with WeldWerks, UNC senior associate director of athletics John Kietzmann felt the partnership was a natural fit.
“We are always on the lookout for ways to engage new fans,” Kietzmann wrote in an email. “If you look around the country, multiple venues are developing new ways for fans to come together to enjoy the game and socialize.”
He added UNC Athletics thinks it’s found a way to do this with the WeldWerks partnership.
The sponsorship agreement also gives WeldWerks a presence through UNC athletics, including game sponsorship for select games, opportunities for branded giveaways, signage, advertising, radio broadcast advertisements and public address announcements at multiple sports events.
Early in WeldWerks’ history, the brewing company’s primary customer demographic base came from outside of Weld County and Greeley, Fisher said. This includes Fort Collins, Boulder and southern Colorado.
UNC mascot Klawz leads students in the Running of the Bears before the football team's 2022 season opener against Houston Christian at Nottingham Field in Greeley. (Greeley Tribune file photo).Over time, the company added a food menu and altered its model to be a local gathering spot, Fisher said. WeldWerks remains interested in establishing and maintaining its presence in Colorado on the craft brewing scene. At the same time, though, WeldWerks looked for ways to increase traffic to the taproom.
Some foot traffic had been lost when the company took down the temporary white tents outside of the building near the entrance, Fisher said. These had been for overflow customers put up during the COVID years, but the tents were not meant to be permanent.
With this effort also came a need or a question on marketing, partnerships and advertising. Through Fisher’s involvement with the Greeley Area Chamber of Commerce, he connected with other businesses and encountered and met UNC President Andy Feinstein.
Feinstein is on the board of directors for the chamber of commerce and the Greeley Downtown Development Authority. The Greeley DDA executive director is Bianca Fisher, Neil’s wife.
“This isn’t just a no-brainer because of the opportunity to provide beer at their concessions, but also to help bolster our commitment to this community and Greeley,” Neil Fisher said. “I think it’s only good for our community as UNC grows, and this is only furthering that.”
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