NIL Partnerships Boost Weigel’s Social Media Engagement, Rewards Program

Convenience-store chain has name, image and likeness partnerships with University of Tennessee athletes Christian Moore, Karlyn Pickens, Zakai Zeigler and Tess Darby
Weigel's NIL partnership with Christian Moore (baseball), Karlyn Pickens (softball), Zakai Zeigler (basketball) and Tess Darby (women's basketball)
Photograph courtesy of Weigel's

Weigel’s name, image and likeness (NIL) partnerships with University of Tennessee athletes have allowed it to launch a series of loyalty offers that have boosted the convenience-store chain’s community engagement and social media presence.

The Knoxville, Tennessee-based c-store chain partnered with Christian Moore (baseball), Karlyn Pickens (softball), Zakai Zeigler (basketball) and Tess Darby (women’s basketball). Weigel’s customers can redeem a free 24-ounce Coca-Cola when Moore hits a home run or when Pickens strikes out six opposing hitters in a game. And when Zakai Zeigler or Tess Darby hit three three-pointers in a game, customers can take 20 cents off a gallon of gas when buying Gatorade.

“We are absolutely delighted with the success of our NIL partnerships,” said Nick Triantafellou, director of marketing at Weigel’s. “Over 1,000 people are redeeming their free Cokes, and this is all driven through social engagement. It’s been a win-win situation, where we’ve been able to support local talent while also bringing our customers exciting offers that celebrate the achievements of these amazing athletes.”

Weigel’s has seen an uptick across its social media platforms of followers, likes, shares and comments.

“Social media has had tremendous numbers and increases in engagement, plus has seen over a double-digit increase in followers since our 2024 NIL athletes started,” Triantafellou said. “The coolest thing has been that we don’t have to monitor the games anymore really, fans on social let us know the second one of our athletes hits their mark for our deal.”

The NIL partnerships also have positively affected Weigel’s rewards program, with an increase in signups and participation.

“Our rewards program has seen a significant boost since the introduction of these loyalty offers,” said Jessica Starnes, director of loyalty at Weigel’s. “Redemption rates for Gatorade are 40% and climbing for the NIL fuel rewards deal. Customers are more engaged than ever, and we’re thrilled to see the program grow as a result of this initiative.”

Weigel’s revamped its loyalty program in 2022 and partnered with PDI Technologies and Rovertown.

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