- White Castle on Monday (Aug. 25) announced it can serve because the official series sponsor of a podcast focused on name, image and likeness (NIL) rights from sports entertainment platform DAZN and Team Whistle, its social-first publishing arm, Marketing Dive can exclusively share.
- “Downs 2 Business” is hosted by college football standout Caleb Downs and his brother, Josh Downs, an NFL wide receiver. The show is supposed to offer an unfiltered view of what it means to be an athlete within the era of NIL deals.
- The video-first series might be available on DAZN, a dedicated YouTube channel, Spotify and Apple, and may even be promoted on “Downs 2 Business” and Team Whistle’s social channels. White Castle joins a wave of brands which can be looking to tap into college football hype.
White Castle is getting football-ready through its official tie-up with “Downs 2 Business,” a partnership that arrives as other marketers, including DoorDash, Bud Light and Applebee’s, look to tap into hype ahead of season kickoff. The sponsorship expands on White Castle’s efforts to align around culturally relevant moments, according to Jamie Richardson, the brand’s vp of selling and public relations.
“Partnering with Caleb and Josh on ‘Downs 2 Business’ lets us support athletes who’re writing their very own rules, while connecting with fans who crave authenticity each on and off the sector,” said Richardson in an announcement.
“Downs 2 Business” will highlight the realities of life as an athlete and explore topics popular in sports and culture. The unscripted series may even unpack viral trends, inside-the-locker-room moments and the intricacies of name constructing off the sector. Guests with backgrounds across the sports and entertainment industries will appear throughout the season. White Castle is headquartered in Columbus, Ohio, the identical city where Caleb Downs currently plays as a security for the Ohio State Buckeyes, adding a further layer of relevance to the brand.
The latest effort from White Castle arrives because the chain undergoes change, including the appointment of Anthony Joseph, its chief administrative officer, as its recent president earlier this 12 months. Joseph took over the role from Lisa Ingram, who stays CEO and board chair. Additionally, the chain is growing its technological capabilities with a gamified rewards program and expanding its footprint with plans to open its first restaurant in Texas in 2026. White Castle in July named GSD&M its recent creative and media agency of record.
Other brands have linked up with Team Whistle as a way to key into sports excitement. Dishwasher detergent brand Finish last 12 months teamed with the entertainment company for 2 culinary face-off episodes of its “Home Team” series as a part of an effort encouraging football fans to rally behind their favorite game day foods. In 2023, DirecTV Stream and Team Whistle launched a social media takeover touting the channel’s value and promotional offers across the fall football season.
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