Weigel’s unveiled its largest roster of NIL athletes to date, adding 29 players from universities across Tennessee, including the University of Tennessee, East Tennessee State University (ETSU) and the University of Tennessee at Chattanooga (UTC).
“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.”
If University of Tennessee football player Squirrel White makes a single reception in a game, MyWeigel’s Rewards members will receive a free Powerade. If White scores a touchdown, members can save six cents per gallon of gas at Weigel’s pumps, giving customers a direct connection between the game and rewards.
“We’re always looking to add to our roster and push the envelope on what’s possible with NIL deals,” said Triantafellou. “Each year, we challenge ourselves to outperform the previous deals, creating more excitement for our customers and athletes alike.”
Weigel’s also debuted new mascots, Ellie the Cow and Dippy the Chicken, “marking a new era for how we connect with our customers. Traditionally, mascots have been used by convenience stores for events and special appearances, but Weigel’s is taking this a step further. Ellie and Dippy will become integral parts of our brand across all platforms—from in-store experiences to social media and even commercials—creating engaging content that truly embodies the Weigel's spirit,” the company said.
“We’re not just limiting Ellie and Dippy to traditional store appearances; we’re bringing them into the everyday life of Weigel's in fun and creative ways,” said Triantafellou. “These characters represent more than just a fun face for our customers. They symbolize the values we hold—quality, care and connection—and will be showcased in ways that make them part of the Weigel’s team.”
As part of this new strategy, Ellie and Dippy have already begun starring in a new line of commercials paying homage to the This Is ESPN series.
Weigel's also introduced the Garden Harvest pizza, with a basil pesto sauce and a variety of fresh vegetables.
“We designed the Garden Harvest pizza to bring out the best in fresh ingredients, especially with the standout basil pesto sauce. It’s a savory, well-balanced pizza that really celebrates the richness of vegetables,” said Chef Ryan Blevins, director of food innovation at Weigel's. “Whether you're a vegetarian or just love the taste of fresh veggies, this pizza offers something truly unique.”
Earlier this month, Weigel’s celebrated the grand opening of its 80th store, located in Jefferson City, Tennessee.