Convenience Stores Brace for College Football Surge

Monika Kruger • August 31, 2026 • 2 min read

College football promotions are driving convenience stores to roll out exclusive trading cards, co‑branded apparel, and game‑day deals that attract crowds.

College football’s opening week has convenience stores lining up promotions, from trading cards to co‑branded apparel, as they chase the crowds that fill stadiums and campus walkways.

Jacksons Food Stores extends Broncos trading‑card deal

Jacksons Food Stores announced it will remain the exclusive seller of Boise State football trading cards for a 5‑year stretch, marking the fifth straight season of the partnership.

The packs, sold at Jacksons locations, hold 14 cards each. There’s a 10 % chance a card is signed, and eleven players are in the pool, including wide receiver Cameron Bates and running back Dylan Riley.

Bates and Riley will also appear in billboards and social‑media spots that it is rolling out across its market.

It runs across the market.

While the cards are a niche product, the deal signals that small‑town retailers still see value in tying merchandise to college teams.

Buc‑ee’s rolls out co‑branded shirt at Texas A&M

Buc‑ee’s has taken its campus presence a step further with Texas A&M, launching a shirt that blends the retailer’s mascot and the Aggies’ logo.

The item hit shelves earlier this month at 20 Buc‑ee’s travel centers and the Barnes & Noble store on the College Station campus.

The front shows the two logos side by side; the back adds a Texas outline, a football and a gas pump, echoing the brand’s road‑trip image.

Company officials say the shirt is just the first of several co‑branded products slated for release around the university’s 150th anniversary this fall.

Fans can expect more gear, but details remain under wraps for now.

For students, it offers a low‑key way to wear school pride while grabbing a snack on the road.

It also gives the retailer a foothold in a market that traditionally relied on campus bookstores for apparel.

Loop Neighborhood Market teams with Cal athletics

Loop Neighborhood Market signed a season‑long sponsorship with the University of California, Berkeley, joining forces with Cal Athletics and Learfield’s Cal Bears Sports Properties.

The agreement covers digital media, social engagement and name, image and likeness opportunities that let Loop collaborate with student‑athletes on influencer content.

Cal fields 28 NCAA sports, ranging from football and basketball to swimming, track and soccer, according to the school’s athletics site.

“Cal Athletics gives us an exciting opportunity to connect with one of the Bay Area’s most passionate fan communities,” said Pervez Pir, president of retail at Loop Neighborhood Markets.

By tapping into the university’s broad sports program, Loop hopes to reach a diverse audience beyond football season.

In practice, the partnership could mean more campus‑centric promotions, like discounts for game‑day purchases or social‑media contests featuring athletes.