Former University of Wisconsin football coach Barry Alvarez is joining Good Karma Brands Madison as a brand ambassador and on-air host.

Alvarez will contribute to multiple shows on “ESPN 100.5” WTLX including “The Great Dane Huddle” hosted by his former players Derek Engler and Tarek Saleh. He was coach of the University of Wisconsin’s football team from 1991 to 2005 and athletic director from 2004 until 2021 with the field at Camp Randall Stadium renamed “Barry Alvarez Field” in his honor in 2022.

Craig Karmazin, Good Karma Brands founder and CEO, commented: “Barry’s significance to the Wisconsin sports landscape and to Good Karma Brands can’t be overstated. I would not have visited Wisconsin as a college student and eventually started a company here had it not been for the way he and Pat Richter transformed the Wisconsin football program. To add a teammate with his leadership skills, experience, knowledge and passion is a huge win for our fans, advertising partners, ESPN Madison, and all of GKB.”