These agreements place the fast-casual chain at the center of campus culture by focusing on a mix of men’s and women’s sports. The partnerships include in-venue signage, catering services, and the "We Win, You Win" promotion, which rewards fans with a free pizza following specific team victories. According to Chief Marketing Officer Heather Boggs, the strategy hinges on building authentic relationships within communities that overlap with the brand’s existing footprint.
Newk's Eatery Expands SEC Presence Through Three University Partnerships
College sports fans at the University of Alabama, Ole Miss, and the University of Georgia will see a new player in their game-day experience. Jackson-based Newk’s Eatery has signed two-year deals with these SEC institutions to integrate its brand into stadium promotions, athlete sponsorships, and local community outreach.
Beyond general visibility, Newk's is dedicating resources to Name, Image, and Likeness (NIL) deals. At the University of Georgia, the company is working directly with student-athletes including Autumn Reingold, Brook Gleichowski, Mya Townes, and Tyler Kaseta. The brand emphasizes that its selection process for these athletes prioritizes community character alongside athletic performance, aiming to move beyond traditional advertising by highlighting the personal stories of the players.
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