Sheetz Vs. Wawa? Penn State's James Franklin Pitches Both for NIL

"I'm willing to negotiate if Sheetz or Wawa would like to work with our players," Franklin says at the Peach Bowl.

ATLANTA | Pennsylvania's Sheetz vs. Wawa debate made its way to the Peach Bowl, where No. 10 Penn State will face No. 11 Ole Miss in a game sponsored by Chick-fil-A. Though Ole Miss coach Lane Kiffin looked quizzically at the question ("Sheetz or Wawa?") Penn State football coach James Franklin knew exactly how to approach it: with a brief explanation, a delicate dance, his preference — and then an NIL pitch.

"You're putting me in a tough spot," Franklin said at a joint press conference with Kiffin ahead of the Peach Bowl. "For everybody in here [in the media] that maybe doesn't cover Penn State closely, we're in central Pennsylvania, so right in the middle of the Eagles and the Steelers. I grew up just outside of Philadelphia [in Bucks County], so I'm a Wawa guy. But now I live in central Pennsylvania, and it's Sheetz.

"Lane's looking at me like I'm crazy. He probably doesn't know what Wawa or Sheetz is. I think I've got to stay with Wawa. I've got to stay with my roots and kind of where I grew up. But I have really learned to appreciate Sheetz."

Pennsylvania's rival convenience stores inspire passionate opinions about their unique food selections (like the Sheetz Appz Sampler vs. the Wawa Gobbler) and clashing East-West styles. They're also the two largest private companies in Pennsylvania, according to Forbes, and rank among the nation's top 30. According to Forbes, Wawa ranks 20th (estimated revenue: $18.87 billion), while Sheetz is 27th ($14 billion).

Fittingly, then, Franklin wouldn't let the opportunity pass, pitching both companies to consider his Nittany Lions for Name, Image and Likeness deals. Sheetz already has shown some social media love to Penn State's running backs, so an NIL deal can't be far behind. 

#Lawnboy𝘇

— SHEETZ (@sheetz) October 20, 2019

"I'm willing to negotiate if Sheetz or Wawa would like to work with our players moving forward with some NIL opportunities," Franklin said. "I'm willing to negotiate."

And though he had no stake in the Sheetz vs. Wawa debate, Kiffin couldn't resist a jab at college football's transfer and bowl opt-out culture.

"And if they don't respond to his negotiations the way he wants, he's not going to coach the game tomorrow," Kiffin said. "That's what we deal with now."

By the way, though Sheetz dominates central Pennsylvania, Wawa reportedly plans two State College locations. Alas, Sheetz and Wawa will be upstaged at Saturday's Peach Bowl, whose title sponsor is Chick-fil-A. Kickoff is scheduled for noon ET on ESPN.

Check out the video via the Peach Bowl.

At the Peach Bowl, sponsored by Chick-fil-A, Penn State coach James Franklin deftly handled a delicate question: @Wawa or @sheetz?

📽️Peach Bowl pic.twitter.com/4TZ1p72NJu

— Mark Wogenrich (@MarkWogenrich) December 29, 2023

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AllPennState is the place for Penn State news, opinion and perspective on the SI.com network. Publisher Mark Wogenrich has covered Penn State for more than 20 years, tracking three coaching staffs, three Big Ten titles and a catalog of great stories. Follow him on Twitter @MarkWogenrich. And consider subscribing (button's on the home page) for more great content across the SI.com network.