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Case Study

Sauce on the Side (SOTS) x OpenSponsorship

Sauce on the Side (SOTS) is a St. Louis-based fast-casual restaurant chain specializing in hand-crafted calzones. With 10 locations and a 2022 Average Unit Volume (AUV) of $1.18M, the brand aimed to expand its digital presence and credibility through strategic partnerships.



The Challenge

As a growing franchise, Sauce on the Side aimed to expand from a local favorite to a brand with greater digital visibility. The objective was to establish a clear "path to purchase" by leveraging influential voices to drive both online brand recognition and physical foot traffic.

The Strategy

In April 2024, Sauce on the Side enrolled in the OpenSponsorship Full-Service Plan. The 12-month roadmap prioritized:

  • Athlete & NIL Partnerships: Utilizing high-profile athletes to create authentic, localized content.
  • Hyper-Local Engagement: Partnering with St. Louis influencers and podcasts to dominate the local market.
  • Performance-Based Incentives: Implementing "game-day" promos and unique menu items tied to athlete performance.


 

The Execution

Lexie Hull

WNBA Collaboration 

The Lexie Hull collaboration included a high-performing giveaway post that achieved viral reach, including engagement from basketball star Caitlin Clark. The collaboration delivered explosive results, totaling 188,331 views, 6,806 likes, 531 comments, and 128 shares. The campaign also featured Day in the Life Reels highlighting the brand’s personality and legendary food quality, and expanded local presence through outreach to St. Louis-based podcasts such as Saint Louis In Tune and Arch Eats beginning in January 2025.

Jordan Binnington

NHL Partnership 

The partnership with NHL star Jordan Binnington centered on product-driven excitement through the introduction of the “Binner Calzone.” This campaign bridged the gap between sports fans and foodies by utilizing radio advertisements and a dynamic “BOGO 50% off” promotion. To keep fans engaged throughout the season, the discount was tied directly to Binnington’s on-ice performance, creating a real-time incentive for fans to choose Sauce on the Side on game days.

 

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Lexie Hull 

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Jordan Binnington

The Results 

Community Engagement

The campaign saw immediate resonance through strategic partnerships with local favorites like Neil and Whitney Ostercamp. By leaning into their authentic connection with the St. Louis community, Sauce on The Side generated high-quality engagement and strong initial traction, with their content alone reaching hundreds of dedicated local fans in the campaign's earliest stages. 

 

 

 

 

 

 

Brand Authority 

Successful associations with professional athletes and elite local creators elevated Sauce on the Side’s profile far beyond traditional advertising. By the end of the campaign cycle, Sauce on the Side had successfully transitioned from a local restaurant to a digitally authoritative brand, synonymous with both "legendary food" and St. Louis sports culture.

 

 

 

 

 

 

Long-Term Sustainability  

The 12-month Full-Service engagement allowed Sauce on the Side to build a sustainable marketing engine rather than relying on one-off promotions. This consistent cadence of athlete and influencer content ensured the brand remained "top-of-mind" throughout the year,  while OpenSponsorship managed the complexities of talent scouting, contracting, and campaign execution.