Hardee's teams up with UNC basketballHardee's teams up with UNC basketball

Lisa Jennings

CHAPEL HILL N.C. The North Carolina-born Hardee’s brand has forged a sports marketing agreement with the University of North Carolina-Chapel Hill to celebrate the 100th anniversary of Tar Heel basketball, parent company CKE Restaurants Inc. said Wednesday.

Hardee’s, which was founded in North Carolina in 1960, will be an official sponsor of the university’s 100^th anniversary basketball activities during the 2009-2010 season, as the team defends its national championship title.

Aspecial “Carolina Blue” Hardee’s logo, which is typically red and white, will appear on signage and video boards within the Dean E. Smith Center, where the team plays. More than 200 Hardee’s locations in the state also will feature the basketball logo on packaging and marketing displays.

“We are very excited to celebrate the 100^th milestone of Carolina basketball with this partnership of two ‘winners’ born here in North Carolina,” said Jerry Allsbrook, chief marketing officer for Boddie-Noell Enterprises, the largest Hardee’s franchisee in both North Carolina and nationally. Boddie-Noell also was founded in North Carolina and has long supported UNC-Chapel Hill.

Among the events planned is a UNC Legends Weekend on Feb. 12, when basketball players from several decades will return to campus. Hardee’s is also planning to sponsor fan activities that will include special coupons and giveaways.

Based in Carpinteria, Calif., CKE operates or franchises 1,915 Hardee’s, as well as 1,205 Carl’s Jr. locations.

Contact Lisa Jennings at [email protected].