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A partnership between a local brewery and a state institution help advance equity for Latino student athletes.
Western Oregon University
A fan at Western Oregon University’s football game can provide support for student athletes on the field by cheering loudly, and off the field by purchasing a special beer during the tailgate.
To support Hispanic student participation in college sports, an Oregon-based brewery created a specialty beer that funds scholarships at Western Oregon.
Proceeds from each sale are set aside to provide financial aid for Latino students in college athletics.
The background: Hispanic and Latino enrollment has grown over the past decade, and they made up around 20 percent of all 18- to 24-year-olds in higher education in 2021.
However, Latino students remain underrepresented in collegiate athletics, with only 7 percent of all student athletes identifying as Hispanic or Latino, according to 2024 data from the National Collegiate Athletic Association.
At Western Oregon, around 24 percent of students are Hispanic or Latino, and across all undergraduates, 74 percent receive financial aid. WOU participates in NCAA Division II athletics and has six men’s and six women’s teams, as well as co-ed cheerleading.
Promoting Latino Student Success
A May report from Excelencia in Education identified five types of evidence-based practices that promote Latino degree completion in higher education. Read more here.
Brewing up success: Xicha Brewing is a Latino-owned company with roots in Salem, Ore. The brewery approached the university this past fall to create a specialty pilsner, called Mi Familia, for WOU Athletics “so they could play a larger role in supporting Latiné students in the community,” says Maureen Brakke, director of marketing and communications at WOU.
The name Mia Familia, or “my family” in Spanish, represents the Latino and the university communities, according to an October 2024 press release. For every sale of the Mi Familia pilsner, a percentage is donated to fund the scholarship, which is exclusively available for Latino student athletes.

Sales of the Mi Familia pilsner from Xicha Brewing in Oregon fund scholarships for Latino student athletes at Western Oregon University.
Western Oregon University
Patrons can purchase Mi Familia at a beer garden during football games or at Rookie’s Sports Tap, a local eatery in Monmouth that sponsors WOU Athletics.
“By investing in the education and success of Latiné student athletes now, the program aims to create a brighter future for the next generations of leaders,” Brakke says. “This initiative not only supports individual students but also contributes to the overall empowerment of the Latiné community.”
The university plans to track scholarship growth annually to measure the impact on student success.
A community focus: Mi Familia also benefits economic growth and community ties in the region, Brakke says. “The partnership is a great example of how businesses and educational institutions can work together for mutual benefit.”
In addition, the university maintains a partnership with Parallel 45 Brewing, launched in September, which allocates funds to WOU’s football team. Wolf Tracks Ale is a seasonal fresh hops craft beer that aligns with football season, and $1 from each beer is donated to the program.
Both brews are homegrown, featuring hops from Coleman Alluvial Hop Farm, located around 10 miles campus.
Financial aid on tap: Western Oregon joins the ranks of colleges and universities with specialty beers that support fundraising initiatives.
Le Moyne College in New York collaborated with Meier’s Creek Brewing Co. to create the Dolphy Day IPA, named after an unofficial holiday each spring when the weather is nice enough to spend time outdoors. Students were involved in the creation process, conducting market research and surveying Le Moyne alumni as well as designing the label. Twenty percent of proceeds are being donated to the university.
Marquette University launched a student-run brewing company, Blue & Gold Brewing LLC, as part of an applied learning program in the college of business administration. The ’77 Golden Ale is a collaboration between Marquette alumni brewing leaders from across the Milwaukee region. Revenues are split between the participating breweries and the student-run ventures program.
Does your college or university gain financial aid funding from a unique business collaboration? Tell us more.