How a beer launch changes how The Varsity Collective can grow its NIL capital
Michael McCleary
Updated
Potosi Foundation president Dave Fritz and The Varsity Collective board member Paul Wrycha welcome Varsity Golden Ale to the Memorial Union on April 19.
Less than 24 hours removed from one of the harshest days of the University of Wisconsin men’s basketball team’s history with the transfer portal, a small group gathered outside the Memorial Union Terrace on Friday last month for a soft launch of the hopeful future of name, image and likeness in Madison.
Potosi Brewery Foundation president Dave Fritz, left, and The Varsity Collective board member Paul Wrycha pose at an event announcing the collective's first product, Varsity Golden Ale, on April 19 at the University of Wisconsin’s Memorial Union Terrace.
Photos: Chucky Hepburn's Wisconsin men's basketball career
Georgia Tech guard Deivon Smith defends Wisconsin guard Chucky Hepburn during their Dec. 1, 2021, game in Atlanta.
Hakim Wright Sr., Associated Press)
Wisconsin's Chucky Hepburn shoots over Marquette's Kam Jones during the second half of an NCAA college basketball game Saturday, Dec. 4, 2021, in Madison. Wisconsin won 89-76.
ANDY MANIS, FOR THE STATE JOURNAL
Wisconsin's Chucky Hepburn shoots over Iowa's Kris Murray during their Jan. 6, 2022, game in Madison.
Andy Manis, Associated Press
Wisconsin's Chucky Hepburn reacts after hitting a 3-pointer against Nebraska during their Jan. 27, 2022, game in Lincoln, Neb.
Rebecca S. Gratz, Associated Press
Wisconsin's Chucky Hepburn celebrates with Brad Davison after Hepburn hit the game-winning basket against Purdue in their March 1, 2022, game in Madison.
Andy Manis, Associated Press
Wisconsin coach Greg Gard talks with guard Chucky Hepburn during the Badgers' March 6, 2022, game against Nebraska in Madison.
Andy Manis, Associated Press
Wisconsin's Chucky Hepburn is defended by Michigan State's Jaden Akins during the second half of their Big Ten Conference tournament game on March 11, 2022, in Indianapolis. The Badgers fell to the Spartans 69-63.
Darron Cummings, Associated Press
Wisconsin's guard Chucky Hepburn (23) leads members of the Badger men's basketball team to the court for the Brew City Battle against Stanford at American Family Field in Milwaukee on Nov. 11, 2022.
JOHN HART, STATE JOURNAL
Wisconsin guard Chucky Hepburn contests the shot of Stanford guard Michael O'Connell during the first half of the Brew City Battle on Nov. 11, 2022, at American Family Field in Milwaukee.
JOHN HART, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) celebrates after defeating the Maryland Terrapins at the Kohl Center in Madison, Wis., Monday, Dec. 5, 2022.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) drives the ball to the basket against Illinois Fighting Illini guard Terrence Shannon Jr. (0) in the second half of the game at the Kohl Center in Madison, Wis., Saturday, Jan. 28, 2023.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) shoots the ball against Northwestern Wildcats guard Ty Berry (3) in the second half at the Kohl Center in Madison, Wis., Sunday, Feb. 5, 2023.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) dribbles the ball against the Bradley Braves during the second half of the opening round game of the National Invitation Tournament at the Kohl Center in Madison, Wis., Tuesday, March 14, 2023.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers head coach Greg Gard speaks to guards Connor Essegian (3) and Chucky Hepburn (23) in the second half of the second round college basketball game in the National Invitational Tournament at the Kohl Center in Madison, Wis., Sunday, March 19, 2023.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) shoots the ball against Liberty Flames guard Isiah Warfield (3) in the second half of the second round college basketball game in the National Invitational Tournament at the Kohl Center in Madison, Wis., Sunday, March 19, 2023.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) scores against Arkansas State Red Wolves guard Caleb Fields (0) and forward Dyondre Dominguez (45) in the second half of the season opener at the Kohl Center in Madison, Wis., Monday, Nov. 6, 2023.
AMBER ARNOLD, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) dives for the ball against Iowa Hawkeyes guard Tony Perkins (11) in the first half at the Kohl Center in Madison, Wis., Tuesday, Jan. 2, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) shoots the ball against the Iowa Hawkeyes in the second half at the Kohl Center in Madison, Wis., Tuesday, Jan. 2, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) takes the court before the game against the Iowa Hawkeyes at the Kohl Center in Madison, Wis., Tuesday, Jan. 2, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) shoots in the second half at the Kohl Center in Madison, Wis., Saturday, Jan. 13, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) celebrates with the student section after defeating Michigan State Spartans at the Kohl Center in Madison, Wis., Friday, Jan. 26, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) shoots the ball against Purdue Boilermakers guard Braden Smith (3) in the first half at the Kohl Center in Madison, Wis., Sunday, Feb. 4, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) dunks the ball in the second half at the Kohl Center in Madison, Wis., Sunday, Feb. 4, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) steals the ball from Purdue Boilermakers guard Braden Smith (3) in the second half at the Kohl Center in Madison, Wis., Sunday, Feb. 4, 2024.
SAMANTHA MADAR, STATE JOURNAL
Fans react after Wisconsin Badgers guard Chucky Hepburn (23) made a three point shot during the game against the Maryland Terrapins at the Kohl Center in Madison, Wis., Tuesday, Feb. 20, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) reacts during the game against the Maryland Terrapins at the Kohl Center in Madison, Wis., Tuesday, Feb. 20, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Chucky Hepburn (23) shoots the ball against Illinois Fighting Illini guard Terrence Shannon Jr. (0) in the first half at the Kohl Center in Madison, Wis., Saturday, March 2, 2024.
SAMANTHA MADAR, STATE JOURNAL
Illinois Fighting Illini forward Marcus Domask (3) charges Wisconsin Badgers guard Chucky Hepburn (23) in the first half at the Kohl Center in Madison, Wis., Saturday, March 2, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin Badgers guard Kamari McGee (4) and guard Chucky Hepburn (23) celebrate in the second half at the Kohl Center in Madison, Wis., Thursday, March 7, 2024.
SAMANTHA MADAR, STATE JOURNAL
Wisconsin guard Chucky Hepburn drives to the basket against Rutgers guard Caleb McConnell during the second half at the Kohl Center in Madison, Wis., Saturday, Feb. 12, 2022.
KAYLA WOLF, STATE JOURNAL
Wisconsin guard Chucky Hepburn celebrates a 3-pointer during the first half of the Badgers' win over the Purdue Boilermakers on March 1, 2022, at the Kohl Center in Madison.
KAYLA WOLF, STATE JOURNAL
Members of the Wisconsin men's basketball team, including Chucky Hepburn, watch the seeding for the 2022 NCAA Tournament. Then Badgers invited fans to a Selection Sunday event at The Sett at Union South on the campus of UW-Madison on March 13, 2022.
STEVE APPS, FOR THE STATE JOURNAL
Wisconsin guard Chucky Hepburn drives against Colgate guard Nelly Cummings during the first half of the Badgers' 67-60 win over the Colgate Raiders in the first round of the NCAA men's basketball tournament on March 18, 2022, at Fiserv Forum in Milwaukee.
JOHN HART, STATE JOURNAL
Wisconsin guard Chucky Hepburn retrieves a beer can thrown from the stands during the second half of the Badgers' 67-60 win over the Colgate Raiders in the first round of the NCAA men's basketball tournament on March 18, 2022, at Fiserv Forum in Milwaukee.
JOHN HART, STATE JOURNAL
Wisconsin point guard Chucky Hepburn grimaces after sustaining an injuring during the first half of the Badgers' loss to the Iowa State Cyclones in the second round of the NCAA Tournament on March 20, 2022, at Fiserv Forum in Milwaukee.
Potosi Brewery Foundation president Dave Fritz, left, and The Varsity Collective board member Paul Wrycha pose at an event announcing the collective's first product, Varsity Golden Ale, on April 19 at the University of Wisconsin’s Memorial Union Terrace.
