Having been in operation since 1829, the Pennsylvania-based brewing company has seen many things come and go, but Yuengling’s annual basketball tournament looks like it’s here to stay.

Through the brewery’s partnership with DraftKings, it intends to bring “sports and beer lovers together” by offering $100,000 in prizes during this month’s college basketball action.

Yuengling will serve as the official sponsor of the “Yuengling Bracket Battle” which runs from 13 March to 4 April. Eligible players are able to make free picks at the start of the tournament and compete for $60,000 in cash prizes.

Fans may further get in on the college basketball action, the brewery said, via a free-to-enter “Yuengling Bracket Pick’em” contest series for a chance of winning up to $40,000 in prizes.

“As America’s oldest brewery, we are always looking for ways we can provide fun beer drinking experiences that speak to our fans’ greatest passions,” said Wendy Yuengling, a sixth-generation family member and Chief Administrative Officer.

“When we saw how much consumers and retailers enjoyed our basketball collaboration last year, we did not want to miss the opportunity to work with DraftKings again, in association with our flagship Lager brand, and make unforgettable sports moments together.”

Yuengling will also roll out DraftKings-branded items across the brewery’s 23-state footprint. Consumers will be able to find co-branded Yuengling and DraftKings aluminium cups at bars and restaurants.