3 Big Numbers is a weekly column that looks at a few key details from around the c-store industry.
The NCAA football season kicks off this week, and convenience retailers across the country are joining in on the action.
Some retailers have an on-campus presence where students can grab snacks and drinks, like the Wawa in Villanova’s Connelly Center. In other cases the connection is more direct, as with Onvo inking a deal to be the official convenience store of Penn State football, offering discounts after a win or when its kicker puts points on the board.
In this week’s “3 Big Numbers,” we look at how three other convenience retailers are partnering with universities as we head into college football season.
5
The number of years Jacksons Food Stores has partnered with Boise State to produce trading cards.
Jacksons Food Stores and Boise State announced earlier this month that Jacksons would be the exclusive retailer for Bronco football trading cards for the fifth consecutive year.
Packs contain 14 cards each and have a 10% chance of containing a signature card from one of 11 prominent players, including wide receiver Cameron Bates and running back Dylan Riley.
Bates and Riley will also be featured in advertising for Jacksons, including billboards and social media posts.
21
The number of locations where customers cancould buy the initial co-branded Buc-ee’s and Texas A&M shirts.
For years, Buc-ee’s has only officially sold its branded merchandise and snacks in its travel centers. That changed a year ago, when the company announced a deal with Texas A&M to offer Buc-ee’s goods at the school’s campus in College Station, Texas.
That partnership is now going further, with Buc-ee’s and Texas A&M partnering on co-branded merchandise.
The collaboration currently features a shirt with the retailer’s mascot in a circle along with the school’s logo on the front. The back features several images representing both entities, including the state of Texas, a football and a gas pump.
The shirt became available earlier this month at 20 Buc-ee’s travel centers and the Barnes & Noble bookstore on Texas A&M’s College Station campus.
While the shirt was the first co-branded item, it won’t be the only one. Future products are expected to release around Texas A&M’s 150th anniversary this fall, with specifics to be announced at a later date.
28
The number of NCAA sports at Cal.
Loop Neighborhood Market’s partnership with the University of California, Berkely, announced on Monday, is the newest of these three c-store partnerships.
Loop will work with Cal Athletics and Learfield’s Cal Bears Sports Properties through a season-long sponsorship featuring digital media and social engagement.
The deal also includes name, image and likeness opportunities, letting Loop work with Cal student-athletes on social media amplification and influencer and content services.
While the initial announcement did not highlight any specific athletes, Cal has a number to choose from, as the university has 28 NCAA sports, including football and men’s and women’s basketball, swimming, track and soccer, according to its athletics website.
“Cal Athletics gives us an exciting opportunity to connect with one of the Bay Area's most passionate fan communities,” said Pervez Pir, president of retail at Loop Neighborhood Markets.
