Tempe-based Huss Brewing Co. will open a branded taproom inside Arizona State University’s Mountain America Stadium at 500 E Veterans Way in time for the 2025 college football season.
The new space, called the Huss Hideout, will be air-conditioned and serve locally brewed craft beer during Sun Devil football games, starting with the home opener against Northern Arizona University on August 30, according to the Phoenix Business Journal. This is part of a broader partnership between Huss Brewing and ASU Athletics that began on July 1. The agreement designates Huss as the official craft beer partner of Sun Devil Athletics, enhancing the game day experience with local beer and branding.
To mark the partnership, Huss is launching Devil’s Halo Lager as the official craft beer of Sun Devil Athletics. This new German-style lager will be available at all Sun Devil sporting events and in bars, restaurants, and retail outlets throughout the Valley. A portion of the proceeds will go to the Sun Angel Collective, an organization that supports student-athletes through Name, Image, and Likeness (NIL) opportunities.
The Sun Angel Collective helps ASU student-athletes build their personal brands and access sponsorships, endorsement deals, and other NIL-related resources. This collaboration aims to retain and empower top athletic talent within the ASU community. Devil’s Halo Lager will also be a central feature of the new taproom, which will showcase seasonal selections and other craft brews from the Huss lineup.
“As a proud Arizona-born brewery, we’re beyond excited to partner with Sun Devil Athletics and bring our beers to the heart of the action,” Leah Huss, co-owner of Huss Brewing Co., tells Brewer Magazine earlier this year. “Devil’s Halo Lager was brewed to capture the energy and spirit of Sun Devil Nation; it’s crisp, refreshing, and perfect for game day. We can’t wait to welcome fans to the new Huss Hideout this fall.”
Crafted for the Arizona summer, Devil’s Halo Lager is a classic German-style lager with a 4.8% ABV, offering a smooth, crisp profile with a clean finish. Huss has also launched Devil’s Halo Amber Ale, now available at Cold Beers and Cheeseburgers locations and soon to be found at ASU spring sports venues and retail shelves. Both beers are part of Huss Brewing’s effort to give back to the Sun Angel Collective through beer sales.
“We’re excited to team up with Huss Brewing Co.—a hometown success story that shares our deep roots in the Valley and passion for building community,” Graham Rossini, ASU Athletics Director, tells Brewer Magazine earlier this year. “The debut of Devil’s Halo Lager and the new Huss Hideout at Mountain America Stadium are game-changing additions for our fans, offering a first-class experience that’s authentically local. Even better, this partnership directly supports our student-athletes through NIL, helping us strengthen and retain top talent right here in Tempe.”
Founded in Tempe in 2013 by Leah and Jeff Huss, Huss Brewing Co. is the third-largest brewery in Arizona. The company encompasses both Huss Brewing Co. and Papago Brewing Co., operating under The Huss Family of Beers, which boasts multiple national awards to its name. In addition to its South Tempe production facility, the company operates a brewpub in downtown Phoenix.
“We are incredibly excited to officially announce our partnerships with the Sun Angel Collective and Arizona State University Athletics for the 2025-2026 season and beyond,” Huss Brewing said on social media earlier this year. “We are launching our Devil’s Halo Amber Ale this month, so look for it at Sun Devil Athletic spring sports venues beginning February 14 and select retail outlets around the Valley later this month. Catch it right now at all Cold Beers and Cheeseburgers locations!! A portion of proceeds from Devil’s Halo Amber will be given back to the Sun Angel Collective to support Sun Devil Athletes.”
