University of Oregon Partnered With Sweet Cheeks Winery
The Eugene-based winery secured a contract in August 2025 to produce official NCAA-licensed wine products.
Updated on Oct. 10, 2026 in Wine
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In August 2025, the University of Oregon finalized a partnership with local producer Sweet Cheeks Winery to launch a collection of official NCAA-licensed wines. The collaboration features various vintages and canned options available at the university's facilities.
Why it matters
The university sought to expand its brand presence through a specialized line of official collegiate products. By partnering with a local vineyard, the institution secures a royalty-based revenue stream while offering branded alcohol at home games.
Official bottles include the 2023 Pinot Noir for $40 and 2024 Pinot Gris for $30, while 150th anniversary editions retail for $50 and $40 respectively. Canned versions are priced at $9 at the winery and $14 at Autzen Stadium.
The players
University of Oregon
This is a public flagship research university located in Eugene that maintains an official NCAA licensing program.
Sweet Cheeks Winery
This is a Eugene-based winery that produces wine products and operates as the primary manufacturing partner for the new NCAA-licensed line.
The details
Sweet Cheeks Winery, which manufactures the products in Eugene, submitted its proposal for the contract in July 2025. The project includes specific anniversary wines designed to celebrate the 150th year of the University of Oregon.
Timeline
July 2025: Sweet Cheeks Winery submitted its proposal for the partnership.
August 2025: Sweet Cheeks Winery won the contract.
Oct. 31, 2026: Anniversary wines are scheduled to debut at the Autzen Stadium club level.
Culture Shift
This partnership follows the trend of the NCAA's expansion into official university-branded consumer merchandise by moving into the premium beverage sector. The shift reflects a growing consumer desire for localized, branded collegiate goods that extend beyond traditional apparel.
Fans visiting Autzen Stadium can purchase branded canned wines for $14, reflecting a premium over the $9 price at the local winery facility. Residents should anticipate availability of the new 2023 and 2024 vintage bottles through the university's approved retail channels.
The takeaway
Licensing deals between universities and local vineyards allow institutions to diversify their revenue while strengthening regional commercial ties. Consumers should check stadium policies before planning to purchase these products during home games.
What happens next
The 150th anniversary wines are scheduled to debut at the club level of Autzen Stadium on Oct. 31, 2026.
Further reading
Learn more about the local industry at Eugene Wine.
More information
View the complete product catalog on the Sweet Cheeks Winery official website.
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