As the Sacramento Kings gear up for the 2024-25 NBA season, they’ve announced a new partnership with Paskenta Mad River Brewery, a tribally owned brewery based in Northern California. This collaboration will see the brewery featured in in-game activities, theme nights, and in-arena signage at Kings games and concerts, as well as special beer samplings for fans.
Paskenta Mad River Brewery, owned by The Paskenta Band of Nomlaki Indians, is excited about the opportunities this partnership brings. The brewery has made a name for itself as one of the first tribal breweries in the U.S., and this new venture aims to strengthen its presence in Northern California while promoting diversity in both the craft beer industry and professional sports. In 2022, the brewery gained national attention by partnering with the San Francisco Giants, marking the first time a tribally owned brewery teamed up with a professional baseball team.
“A partnership with the Sacramento Kings is a natural fit,” said Linda Cooley, General Manager of Paskenta Mad River Brewery. “We love basketball, and the Kings fan base and community. Craft beer has deep roots in Northern California, and this collaboration with a local team helps share our passion for brewing.”
The brewery, which has focused on environmental and social causes in recent years, is committed to amplifying Indigenous voices. “We are thrilled to partner with the Kings, elevating Indigenous visibility and opportunity,” said Tribal Chairman Andrew “Dru” Alejandre. “This partnership reflects the progress we are making in Indian Country and beyond.”
Since acquiring Paskenta Mad River Brewery earlier this year, The Paskenta Band of Nomlaki Indians has expanded its brand and influence in the craft beer industry. The brewery, which has been producing award-winning ales since 1989, has recently been recognized for its commitment to social and environmental impact. In 2020, the brewery launched a hard seltzer line called Undammed, named in honor of the largest dam removal project in U.S. history. In 2023, it introduced an Indigenous Ale, supporting regenerative agriculture and promoting intertribal commerce.
The Sacramento Kings have a history of supporting diversity, equity, and inclusion initiatives, both within the NBA and beyond. The franchise was named NBA Team of the Year in 2023 and has received the NBA Inclusion Innovation Award twice, in 2019 and 2020. This partnership with Paskenta Mad River Brewery aligns with the Kings’ ongoing efforts to promote inclusion, while also creating space for Indigenous representation in the world of professional basketball.