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Bojangles Shows Strength Of Sports Alliances

Fan loyalty is a good reason for restaurant brands to partner with athletes, teams and leagues to drive brand perception and customer sales. Bojangles’ Famous Chicken ‘n' Biscuits, for examples, supports the National Football League’s Carolina Panthers and has naming rights to NASCAR’s Bojangles’ Southern 500 race. That can drive a level of brand loyalty that approaches fans’ sports allegiance, said Randy Poindexter, SVP of marketing at the Charlotte, N.C.-based chain. 

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