This article summarizes the approaches taken by the Washington State University Libraries in an ongoing partnership with the WSU Athletics Department. Library instruction and liaison relationships, the libraries' presence at game day events, the involvement of the libraries' development director, and a multi-part advertising campaign tied to the football season have all brought positive outcomes. Results have included an increased library presence for student athletes, as well as an increase in awareness and "friend-raising" development activities in the larger campus and alumni community. (Contains 1 figure and 24 notes.)