Tempe's own Huss Brewing Co. is bringing its craft beer experience directly to the heart of Arizona State University's athletics. The brewery has established a partnership with ASU, effective July 1, to become the official craft beer partner of Sun Devil Athletics. A new taproom, the Huss Hideout, is set to open within Mountain America Stadium, offering a lineup of Huss's locally brewed favorites and seasonal selections amid the thrills of the college football season. ABC15 News noted that the space would provide a chilled escape with the introduction of a new signature beer, the Devil’s Halo Lager.
Syncing with the 2025 Sun Devils football season, which kicks off on Aug. 30 against the Northern Arizona University Lumberjacks, the newly minted partnership aims to deliver an elevated game-day experience. Leah Huss, co-owner of Huss Brewing Co., expressed excitement about the collaboration: "As a proud Arizona-born brewery, we’re beyond excited to partner with Sun Devil Athletics and bring our beers to the heart of the action," she told The Brewer Magazine. The Devil’s Halo Lager, described as 'crisp and perfect for game day,' will be available at all Sun Devil Athletics events and various local outlets.
The partnership extends beyond the taproom and the beverage itself, as proceeds from the new beer will support the Sun Angel Collective. This initiative is dedicated to supporting ASU student-athletes through Name, Image, and Likeness (NIL) rights, providing resources to help leverage their personal brands for endorsements and sponsorships. Graham Rossini, ASU Athletics Director, highlighted this synergy, stating: "Even better, this partnership directly supports our student-athletes through NIL, helping us strengthen and retain top talent right here in Tempe," in an interview with The Brewer Magazine.
Huss Brewing Co., a family-owned establishment founded in 2013, has rapidly ascended as the third-largest brewery in the state. Garnering national attention with multiple awards, including the US Open Beer Championship, it's a rising presence in the Arizona craft beer scene. With this partnership, both Huss Brewing Co. and ASU Athletics are banking on creating a distinct and authentically local game day sensation.
