Customer Alert: This site will be experiencing brief outages on Friday, 07/25/2014, from 7 pm to 12 am CST, as we update and implement improvements on our network systems. We sincerely apologize for any inconvenience and thank you for your patience.


Shopping Basket 0
Human Kinetics Publishers, Inc.

HUMAN KINETICS

Zaxby's Enters the College Sports Landscape


By Rick Horrow and Karla Swatek

May 17, 2013

Fast food chain Zaxby’s has signed sponsorship deals with 25 universities as it attempts to brand itself as “The Official Chicken of College Sports.” The schools that are partnering with Zaxby’s – including Alabama, Florida, and North Carolina – are concentrated in the Southeast, which is where most of the restaurant’s stores are located. Zaxby’s has 570 locations across 13 states.

The company’s motivation for increasing its sports marketing budget is fairly apparent. Zaxby’s sponsorships are aimed at challenging Chick-fil-A’s dominance in the college sports space, as Chick-fil-A sponsors a bowl game in Atlanta and advertises heavily on ESPN. It’ll be fun to see who asserts themselves as the actual “official” chicken of college sports.




Subscribe to feed Subscribe to feed
Share Facebook Reddit LinkedIn Twitter

Tools


Print Save to favorites


Products


Beyond the Scoreboard
Rick Horrow, America’s leading expert in sport business, and coauthor Karla Swatek give fans an inside look at the multibillion-dollar world of professional sport.
$19.95
Beyond the Scoreboard eBook
Rick Horrow, America’s leading expert in sport business, and coauthor Karla Swatek give fans an inside look at the multibillion-dollar world of professional sport.
$19.95
Beyond the Scoreboard: Chapter 1. The Mega-Master Super Series XLXL eBook chapter
$0.00

Get the latest news, special offers, and updates on authors and products. SIGN UP NOW!

Human Kinetics Rewards

About Our Products

Book Excerpts

Catalogs

News and Articles

About Us

Career Opportunities

Events

Partners

Business to Business

Author Center

HK Today Newsletter

Services

Exam/Desk Copies

Language rights translation

Association Management

Associate Program

Rights and Permissions

Featured Programs

Human Kinetics Coach Education

Fitnessgram

Fitness for Life

Active Living Every Day

Connect with Us

Google Plus YouTube Tumblr Pinterest

Terms & Conditions

/

Privacy Policy

/

Safe Harbor