Company News

2 C-Store Chains Make Name, Image, Likeness Deals With Collegians

Kwik Trip partners with marching band member, Weigel’s with a wide receiver
University of Tennessee wide receiver Squirrel White, University of Wisconsin marching band member Will Hazeltine
Images courtesy of Weigel's, Kwik Trip

Kwik Trip and Weigel’s are getting in on the NIL game. The policy, approved by the NCAA board of directors in 2021, allows student-athletes to be compensated for their name, image and likeness.

At Kwik Trip, University of Wisconsin-Madison marching band member Will Hazeltine, who plays the mellophone, is the convenience-store chain’s first NIL partner.

Hazeltine, 21, contacted Kwik Trip about an NIL partnership on an application page on the c-store chain’s website. The geological engineering major loves “everything Kwik Trip,” especially Karuba Gold coffee, La Crosse, Wisconsin-based Kwik Trip said.

  • Kwik Trip is No. 11 on CSP’s 2023 Top 202 ranking of convenience store chains by store count.

Hazeltine, who drinks two to three cups daily and assembled a spreadsheet ranking his favorite Karuba Gold flavors, is eager to share his Kwik Trip love story online, the c-store chain said.

“Being part of that team expresses that whole Wisconsin attitude and mindset; it’s pretty cool,” Hazeltine said. “To me, Kwik Trip is as much Wisconsin as the Green Bay Packers are, UW-Madison is, cheese and milk. You think of Wisconsin, as someone from Wisconsin, I think of Kwik Trip. It’s pretty awesome to be a part of that now.” 

Hayden Knoll, Kwik Trip’s social media coordinator, said Hazeltine is passionate about the c-store chain and “has a unique story and background. He will have all the creative freedom he wants, and we are excited to see what he does with it.”

Weigel’s Wide Receiver

Powell, Tennessee-based Weigel’s, meanwhile, has an NIL partnership with Squirrel White, a University of Tennessee wide receiver.

Beginning this football season, every time White scores a touchdown, Weigel’s will treat its loyal MyWeigel’s Rewards members to a 6-pack of Coca-Cola.

“This dynamic collaboration aims to bring fans closer to the game while also showing appreciation for their continued support,” Weigel’s said.

Nick Triantafellou, director of marketing at Weigel’s, said the c-store chain aims to create meaningful connections with its community and enhance its customers’ experiences.

  • Weigel’s is No. 99 on CSP’s 2023 Top 202 ranking of convenience store chains by store count.

“One of our biggest focuses as a marketing department is earning that connection with our community,” he said. “Teaming up with Squirrel White allows us to bring an element of excitement to the game and show our gratitude to our loyal MyWeigel’s Rewards members.”

Jessica Starnes, loyalty category manager, said, “MyWeigel’s Rewards members are the heart of our community, and this partnership is a way for us to give back and make their football season even more special.”

White said, “I’m thrilled to be working with Weigel’s on this amazing partnership. Scoring a touchdown is always a team effort, and now, every touchdown I make is a win for both my team and our loyal Weigel’s customers.”

To partake in this offer, football fans are encouraged to become MyWeigel’s Rewards members by signing up at any participating Weigel's location or online at

Weigel’s is a family-owned and -operated c-store chain that has been serving East Tennessee since 1931. With 70 locations, Weigel’s is dedicated to providing their customers with quality products and exceptional service.

Kwik Trip is one of the biggest independently held c-store chains in the country, with approximately 850 locations. It serves customers in Illinois, Iowa, Minnesota and Wisconsin—and soon South Dakota—under the Kwik Trip and Kwik Star banners.

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