CORNING, CA – Ahead of the 2024-25 NBA season, Paskenta Mad River Brewing, a brewery owned by the Paskenta Band of Nomlaki Indians, has announced a new partnership with the Sacramento Kings. As part of the collaboration, the brewery will be integrated into in-game activations and theme nights, as well as a visual presence in-arena via signage for Kings games and concerts and special samplings for fans.
The Humboldt County-based brewery shared their enthusiasm about plans on the horizon, including a continued effort to deepen its roots in the Northern California region, driving diversity in the craft beer industry and professional sports. The tribal brewery, owned by the Paskenta Band of Nomlaki Indians, is one of first tribal breweries in the U.S., making national headlines in sports when it forged ties with the San Francisco Giants in 2022, a first-of-its-kind partnership between a tribally-owned brewery and a professional baseball team.
“A partnership with the Sacramento Kings is a natural fit,” said Linda Cooley, GM of Paskenta Mad River Brewing. “We love the sport of basketball, as well as the Kings fan base and community. Craft beer has so much history in Northern California, and partnering with a local team with a massive platform is a key part in sharing our craft. It is inspiring working with partners who understand our vision and are excited about what we are doing to transform craft beer and sports.”
The brewery, which has released several new products tied to environmental and social endeavors in the past few years, has continued on a path to center Indigenous voices and initiatives.
“We are thrilled to partner with the Kings, elevating Indigenous visibility and opportunity,” said Tribal Chairman Andrew “Dru” Alejandre. “This partnership highlights the forward progress we are making, in Indian Country and beyond.”
In November 2021, The Paskenta Band of Nomlaki Indians opened The Paskenta Brewery and Distillery, becoming the first tribally-owned distillery in California. With the acquisition of Paskenta Mad River Brewery earlier this year, the tribe is expanding their brand and leading the way for Native American craft beer and spirits. The brewery, which has been producing award-winning ales since 1989, has been recognized more recently for their social and environmental impact and unique craft products. In 2020, they released a hard seltzer line, Undammed, a hard seltzer made with hops, named in tribute to the largest dam removal in U.S. history. In 2023, they introduced a new beer style, an Indigenous ale, supporting regenerative agriculture and inter-tribal commerce.
