Newk's Eatery Partners with SEC Universities

Newk's Eatery, a fast-casual restaurant brand based in Jackson, Mississippi, has expanded its presence in the Southeastern Conference (SEC) region by entering into two-year partnerships with three prominent universities: the University of Alabama, Ole Miss, and the University of Georgia. The partnerships aim to deepen the connection between the restaurants and passionate sports fans, alumni, and student-athletes in communities surrounding these universities.

According to Heather Boggs, chief marketing officer of Newk's Eatery, the partnerships will bring the brand closer to the game-day experience through various initiatives. These include in-venue signage, digital and live promotions, NIL (Name, Image, and Likeness) partnerships, catering opportunities, and the "We Win, You Win" promotion. The agreements span a variety of men's and women's sports, with a particular emphasis on supporting growing women's athletics programs.

At the University of Alabama, Newk's will partner with baseball, gymnastics, softball, and volleyball. The partnership will also include in-venue signage, digital and live promotional opportunities, and catering throughout the year. At Ole Miss, Newk's will work with women's soccer, basketball, softball, and volleyball, as well as participating in NIL partnerships, in-venue signage, digital and live promotions, and catering opportunities. The University of Georgia partnership includes women's gymnastics, softball, and soccer. Additionally, Newk's will team up with Georgia student-athletes Autumn Reingold, Brook Gleichowski, Mya Townes, and Tyler Kaseta through NIL partnerships designed to introduce fans to the people behind the uniforms.

To further engage fans and celebrate team victories, Newk's has introduced the "We Win, You Win" promotion. Qualifying team wins will unlock a free Newk's Classic Pizza with purchase, giving fans a way to carry the celebration beyond the field, court, or gym.

The partnerships build on Newk's longstanding presence across the Southeast and its connection to communities where college sports are an integral part of the local culture.

Founded in 2004 by Chris "Newk" Newcomb, Newk's Eatery operates and franchises nearly 100 restaurants across 16 states. The brand is known for its commitment to fresh ingredients and scratch-made quality, preparing meals without fryers or microwaves and hand-prepping ingredients daily in every restaurant. In 2025, Newk's was recognized on Fast Casual's Top 100 Movers & Shakers list, ranked No. 229 on the Franchise Times Top 400 List, and ranked No. 198 on Technomic's Top 500 Chain Restaurant Report. In 2026, the company continues to build momentum, placing No. 25 on Fast Casual's Top 100 Movers & Shakers list.