With the revisions to NIL laws, Weigel’s, the Tennessee-based convenience retailer, has partnered with Squirrel White, wide receiver on the University of Tennessee football team.

The new name, image, likeness (NIL) policy with the NCAA allows NCAA D1, D2 and D3 student-athletes to be compensated for their NIL, which opens the doors to partnerships like that between Weigel’s and White.

During the season, Weigel’s will give away a six-pack of Coca-Cola to its MyWeigel's Rewards every time White scores a touchdown.

"At Weigel's, we're all about creating meaningful connections with our community and enhancing our customers' experiences," said Nick Triantafellou, director of marketing at Weigel's. "Teaming up with Squirrel White allows us to bring an element of excitement to the game and show our gratitude to our loyal MyWeigel's Rewards members. With every touchdown, we're sharing the joy with our customers, one Coca-Cola six-pack at a time."

Squirrel White shared, “I'm thrilled to be working with Weigel's on this amazing partnership. Scoring a touchdown is always a team effort, and now, every touchdown I make is a win for both my team and our loyal Weigel's customers.”

Family owned since its founding in 1931, Weigel’s operates its 75 convenience stores, dairy and bakery throughout East Tennessee.

Look for more in NIL in our October issue, which explores in detail how convenience retailers are building a NIL playbook.