Podcast: Hear How Weigel’s Created Its NIL Partnerships With University of Tennessee Athletes—and Why It’s Paying Off

Nick Triantafellou, director of marketing at the convenience-store chain, shares how the promotions have boosted loyalty, social media engagement, sales

In this episode of “At Your Convenience,” Nick Triantafellou, director of marketing at Weigel’s, peels back the curtain on how the convenience-store chain created its name, image and likeness (NIL) partnerships with University of Tennessee athletes.

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 Zeigler or Darby hit three three-pointers in a game, customers can take 20 cents off a gallon of gas when buying Gatorade.

“At Your Convenience” brings industry experts and analysts together with CSP editors to discuss the latest in c-store news and trends. From mergers and acquisitions to foodservice and technology, the podcast delivers the story straight to listeners in short-format episodes, perfect for the morning commute or a quick break at the office.

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