Knoxville, TN – Weigel’s, the beloved East Tennessee convenience store chain and dairy, is thrilled to announce the tremendous success of its Name, Image, and Likeness (NIL) partnerships with four outstanding University of Tennessee athletes: Christian Moore (baseball), Karlyn Pickens (softball), Zakai Zeigler (basketball), and Tess Darby (women’s basketball).

Through these innovative partnerships, Weigel’s has launched a series of loyalty offers that have not only engaged the local community but also significantly boosted the brand’s social media presence. When Christian Moore hits a home run, customers can celebrate with a free 24 oz Coke. Karlyn Pickens’ six strikeouts in a game mean free Cokes for fans. And when Zakai Zeigler or Tess Darby hit three 3-pointers in a game, customers enjoy 20 cents off a gallon of gas when buying a Gatorade.

The response from the community has been overwhelmingly positive, with customers actively participating in the loyalty offers and celebrating the achievements of these talented athletes. The excitement generated by these offers has led to a surge in social media engagement, with fans eagerly sharing their experiences and supporting both the athletes and Weigel’s.

“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.” The significant increase in social media engagement has been a highlight of this initiative. Weigel’s has seen a remarkable uptick in followers, likes, shares, and comments across its social media platforms, demonstrating the community’s enthusiasm for these partnerships. “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,” remarked Nick Triantafellou. “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.”

Furthermore, the NIL partnerships have had a positive impact on Weigel’s rewards program, with a noticeable increase in sign-ups 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 remains committed to supporting local talent and providing its customers with unique and rewarding experiences. The company looks forward to continuing its partnerships with Christian Moore, Karlyn Pickens, Zakai Zeigler, and Tess Darby, and to exploring new ways to engage with the community and enhance the Weigel’s experience.

For more information on Weigel’s NIL partnerships and loyalty offers, visit or follow Weigel’s on social media.

About Weigel’s:

Established in 1931, Weigel’s is a family owned and operated East Tennessee business. Weigel’s is a trusted name in the convenience store industry, known for its commitment to providing top-quality products and exceptional customer service. Weigel’s operates 79 convenience stores, a dairy, and a bakery. The bright spacious stores represent state-of-art convenience retailing, premium customer service, and locally sourced products. Weigel’s is dedicated to enhancing the convenience store experience for its valued customers.


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