Even though fast food restaurants have long tied their brands to sports teams, it still comes as a shock when a big-name athletic program like USC partners with a fast-food joint called Fatburger.
USC and Fatburger announced the partnership this week. According to a press release, Fatburger will have "on-field and courtside signage, video board features, Fan Fest display and radio spots."
Fatburger has worked with USC in the past, providing post-game meals to athletes.
"My sons and I are all proud alums, so we jumped at the chance to extend the partnership, becoming an official partner of USC Athletics," said Fatburger CEO Andy Wiederhorn. "We are honored to have the opportunity to feed one of the most elite sports programs in the country and hope that our tasty burgers will fuel the Trojans to bring home many more championships."
This is far from the first time that a fast food restaurant will be advertising at a sporting event. McDonald's sponsors an annual high-school All-American basketball game, and it was even an official, but controversial, Olympic partner at the London games.
Perhaps a Fatburger sponsorship is no different than one from McDonald's. Both fast food chains are known for their fattening hamburgers. But the name "Fatburger" just isn't very aurally pleasing, especially when tied to an athletic department.