Carlos Sotelo It’s not uncommon these days to see alcohol brands sponsoring sporting events. In fact, the two go hand in hand. Whether it’s Hennessy as the NBA’s global spirits partner or Budweiser at the Super Bowl, drinks brands have long known that, though the athletes might be dry, working alongside sports leagues to ensure their spectators are taken care of is a key piece of the experience. Surely, anyone who’s been tailgating at a football game can tell you how much better the experience is with great drinks in your glass (or red plastic cup). The rise of the UIM E1 Series, which f...

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