Technology/Services

Weigel’s Expands NIL Partnerships

Convenience-store chain’s roster now includes 29 athletes to help boost its loyalty program, social media, community engagement
Tennessee women’s volleyball team
Photograph courtesy of Weigel's

Weigel’s has unveiled its largest roster of name, image and likeness (NIL) athletes to date. The convenience-store chain is partnering with 29 players from universities across Tennessee. 

Karlyn Pickens (softball), Zakai Zeigler (basketball), Tess Darby (women’s basketball) and Squirrel White (football) are returning athletes from the University of Tennessee, the Knoxville, Tennessee-based retailer said. New athletes include the entire Tennessee women’s volleyball team (some members pictured above) and national champion Hunter Ensley from University of Tennessee baseball. 

Weigel’s is also expanding its NIL partnerships beyond the University of Tennessee, adding athletes from East Tennessee State University and the University of Tennessee at Chattanooga. Football player Chris Hope of ETSU and basketball players Honor Huff and Caia Elisaldez (UTC) represent Weigel’s ongoing commitment to the communities it serves, it said. 

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

“Our roster is a reflection of the talent and dedication these athletes bring not only to the field or court but also to the communities where our customers live and work,” said Nick Triantafellou, director of marketing and merchandising at Weigel’s. “By expanding to athletes across our network, we’re showing that we care about every community where we operate. It’s not just about the big schools—it’s about supporting all local athletes.”

The athletes participate in a variety of community activities. Last year, Zeigler and Darby, for example, participated in the annual Weigel’s Family Christmas, where the c-store chain takes 250 children Christmas shopping. 

The athlete’s performances are also linked to loyalty promotions. Weigel’s customers could redeem a free 24-ounce Coca-Cola when Moore hit a home run or when Pickens struck out six opposing hitters in a game this past season. Their success triggered the giveaway of more than 94,000 Cokes to rewards customers, Weigel’s said. 

Weigel’s is adding a promotion for White (pictured below) this football season. If he makes a single reception in a game, MyWeigel’s Rewards members receive a free 28-ounce Powerade. If he scores a touchdown, members can save 6 cents per gallon of gas at Weigel’s pumps. 

squirrel

The athletes are also used in commercials and to help promote Weigel’s social channels. 

“We want to go beyond the four walls of our stores in every community we serve,” Triantafellou said. “Sports are a huge part of many people’s lives, and by supporting local athletes, we’re showing our customers that we care about what they care about. Our partnerships with these athletes help us bridge that gap and show our customers that we’re committed to the things that are important to them.”

Weigel’s operates 80 convenience stores, a dairy and a bakery. The family owned and operated business was established in 1931. 

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