Dive Brief:
- White Castle on Monday (Aug. 25) announced it will serve as 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 meant to offer an unfiltered view of what it means to be an athlete in the era of NIL deals.
- The video-first series will be available on DAZN, a dedicated YouTube channel, Spotify and Apple, and will also be promoted on “Downs 2 Business” and Team Whistle’s social channels. White Castle joins a wave of brands that are looking to tap into college football hype.
Dive Insight:
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 vice president of marketing and public relations.
“Partnering with Caleb and Josh on ‘Downs 2 Business’ lets us support athletes who are writing their own rules, while connecting with fans who crave authenticity both on and off the field,” said Richardson in a statement.
“Downs 2 Business” will highlight the realities of life as an athlete and explore topics popular in sports and culture. The unscripted series will also unpack viral trends, inside-the-locker-room moments and the intricacies of brand building off the field. Guests with backgrounds across the sports and entertainment industries will appear throughout the season. White Castle is headquartered in Columbus, Ohio, the same city where Caleb Downs currently plays as a safety for the Ohio State Buckeyes, adding an additional layer of relevance to the brand.
The latest effort from White Castle arrives as the chain undergoes change, including the appointment of Anthony Joseph, its chief administrative officer, as its new president earlier this year. Joseph took over the role from Lisa Ingram, who remains 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 new creative and media agency of record.
Other brands have linked up with Team Whistle as a means to key into sports excitement. Dishwasher detergent brand Finish last year teamed with the entertainment company for two culinary face-off episodes of its “Home Team” series as 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 around the fall football season.
