In this episode of “At Your Convenience,” Nick Triantafellou, director of marketing at Weigel’s, peels back the curtain on how the convenience-store chain created its name, image and likeness (NIL) partnerships with University of Tennessee athletes.

The Knoxville, Tennessee-based c-store chain partnered with Christian Moore (baseball), Karlyn Pickens (softball), Zakai Zeigler (basketball) and Tess Darby (women’s basketball). Weigel’s customers can redeem a free 24-ounce Coca-Cola when Moore hits a home run or when Pickens strikes out six opposing hitters in a game. And when Zeigler or Darby hit three three-pointers in a game, customers can take 20 cents off a gallon of gas when buying Gatorade.