LOUISVILLE, Ky. (WDRB) -- Bourbon & Beyond and Louder Than Life are almost here, and they've brought more to town than just tens of thousands of people.

The producer of the festival, Danny Wimmer Presents, announced it'll make a $1 million commitment to University of Louisville student-athletes. The partnership over the next decade is designed to advance name, image and likeness opportunities and create marketing opportunities for student-athletes to promote the music festivals.

"The University of Louisville’s Athletic Department is an economic engine that helps power our city," Danny Wimmer, Founder of Danny Wimmer Presents, said in a news release. "This community has embraced our festivals in such a powerful way, and now it’s our turn to invest back into the city’s future. By supportin

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