Krystals are cheap fare made in bulk. If I were Krystal, I would sponsor Jones and a few other kids on the team and then reward fans with a free Krystal for every touchdown they scored. Get people in the door and hunting down the Krystal locations. Sponsor the entire defensive side of the ball and if Tennessee gets four or five sacks then it's a "sack party" and you get a free sack of Krystals - it's only 2 or 3 in the bag, but hey it gets people coming to the businesses. Something like that.
Of course, I have no idea if that's fiscally sound, but that's what I'd do. SACK PARTY! Also, disclaimer, it's possible I just want free Krystals.