Whataburger partnered with Texas Tech Athletics and Learfield to launch a multi-touch NIL campaign designed to deepen community engagement and increase local brand visibility across Lubbock.
The integrated campaign featured 10 Texas Tech student-athletes participating in five unique activations that connected fans, athletes, and the community through authentic storytelling and in-person experiences.
Campaign elements included:
In-store fan appearances at local Whataburger locations
Game week meet-and-greets with Texas Tech student-athletes
Community outreach tied to Read Across America
Social media and content amplification
Local market engagement designed to drive awareness and foot traffic
By combining the power of NIL with community-driven experiences, the campaign created meaningful connections between Whataburger, Texas Tech fans, and the Lubbock community.
Results:
Increased visibility for local Whataburger restaurants
Authentic fan engagement powered by student-athletes
Stronger community connection through purpose-driven storytelling
Expanded reach through integrated digital and in-person activations
This Whataburger NIL case study demonstrates how brands can leverage collegiate partnerships and student-athlete influence to create impactful local marketing programs that resonate with fans beyond game day.