Wingstop’s sports investments have kept it top of mind for fans

Earlier this year, Jamie Foxx posted a Reel of himself sitting at his piano, singing his order to his local Wingstop. The clip received 1.3 million views on Instagram. View this post on Instagram A post shared by Jamie Foxx (@iamjamiefoxx) See America's Hottest Brands 20 brands that are trending in 2024 Click here The viral moment is just one example of celebrities organically interacting with Wingstop, helping to keep the brand top of mind for fans. Earlier this year, the brand made headlines when Milwaukee Bucks player Giannis Antetokounmpo pulled out his phone to scan the QR code for a free Wingstop promo during a game against the New Orleans Pelicans. A month later, he posted on his social media with the hashtag #WingstopPartner. @giannis_an34 I’m bringing the flavor to Indy 🔥🏀 @Wingstop #WingstopPartner ♬ original sound - Giannis Antetokounmpo The brand was also the “official wing” of Kelce Jam, the second annual music festival put on by Travis Kelce in May. Wingstop supplied free wings and contestants scarfed them down in a wing-eating contest. View this post on Instagram A post shared by Wingstop (@wingstop) While other brands have struggled as price-weary consumers start pulling back, Wingstop’s domestic same-store sales have increased in the last four fiscal quarters, including a 21.6% jump in the first quarter of 2024. The company has more than 2,200 locations globally. Part of that growth seems to have been driven by the brand’s investment in sports advertising. Wingstop ads are common during NFL and NBA games. This year, Wingstop was a presenting sponsor of the NBA semifinals and advertised during the Copa América tournament. Wingstop has leaned into its multicultural marketing, focusing more on consumer lifestyles and enjoyment of the food. “Our consumer is multicultural,” Melissa Cash, Wingstop’s VP of brand marketing, previously told Ad Age. “Tapping into music and sports is important as we think about staying culturally relevant and authentic to that audience.” The chicken chain has also been promoting dry rubs, starting at the beginning of the year for Dry January, followed by its Hot Honey Rub for Valentine’s Day (which TikTok food critic Keith Lee posted about) and The Hot Chili (T.H.C.) Rub for 4/20. View this post on Instagram A post shared by Wingstop (@wingstop)

Wingstop’s sports investments have kept it top of mind for fans

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