Friday, Icehouse announced ESPN’s Jenn Brown would be its new spokesperson. The knee-jerk consensus on the web was that, ‘if Brown is a college football sideline reporter, why is she in bed with a beer company?’ That’s silly, of course, considering 99.9 percent of all college kids drink alcohol. Either way, not a great look for Brown. Monday, SI’s Richard Deitsch speculated that because ESPN was “reviewing” its decision – it previously green-lit the role – and Brown should put it on ice. Today, Icehouse announced that partnership is just about done.

“We have learned from sources at ESPN that the agreement is not moving forward as planned,” said Julian Green, spokesman for Chicago-based MillerCoors, which operates a major brewery and has administrative offices on Milwaukee’s west side.

Yesterday, we swapped emails with ESPN all day because supposedly, the deal was close to being nixed. In addition, we called and emailed a rep at Icehouse – the same guy who emailed us about the deal last week – and were told that they won’t deal in rumor and speculation. Wonder if we’ll hear from them after this post? [Ed: Still no confirmation on this report from ESPN.]

[UPDATE: 5:20 pm - ESPN has confirmed this.]

ESPN blocks Jenn Brown’s Icehouse deal with MillerCoors [Biz Journals via John Ourand]