Whataburger partnered with Texas Tech Athletics and Learfield to activate a multi-touch NIL campaign designed to connect with fans across the Lubbock community.
Featuring 10 Texas Tech student-athletes and five unique experiences, the campaign combined community engagement, in-person activations, and digital storytelling to create authentic connections between Whataburger, Texas Tech fans, and local consumers.
The Opportunity:
Whataburger wanted to increase visibility across the Lubbock market while building deeper connections with fans through authentic NIL activations tied to Texas Tech Athletics.
The brand sought to create meaningful community engagement opportunities that extended beyond game day while leveraging the influence and reach of Texas Tech student-athletes.
The NIL Strategy:
Learfield developed a multi-touch NIL campaign featuring 10 Texas Tech student-athletes participating in five community-focused experiences throughout the Lubbock market.
The campaign included:
- In-store fan appearances at local Whataburger locations
- Game week meet-and-greets with student-athletes
- Community storytelling tied to Read Across America
- Social media and digital content amplification
- Local engagement opportunities designed to increase awareness and foot traffic
By combining student-athlete storytelling with community-driven experiences, the campaign created authentic touchpoints between Whataburger and Texas Tech fans.
The Results
- Increased visibility for local Whataburger restaurants
- Strong fan engagement powered by student-athlete content and appearances
- Expanded reach through integrated digital and in-person activations
- Meaningful community engagement across the Lubbock market
- Authentic brand connections with Texas Tech fans and student-athletes
Why It Worked
The campaign succeeded because it combined authentic NIL storytelling with localized community engagement.
Rather than relying on a single activation, the strategy created multiple opportunities for fans to connect with the brand through student-athletes, in-person experiences and purpose-driven outreach. By integrating NIL into both digital and community-focused experiences, Whataburger strengthened its connection to the Texas Tech community while increasing visibility across the market.