Arby’s is launching a fun and unique campaign with the introduction of the First Annual Thighsman Award, which aims to highlight the importance of offensive linemen in football. Traditionally, much of the attention in the sport is focused on skill positions, but Arby’s is shifting the spotlight to the players whose strength and presence on the front lines are crucial to a team's success.
The inaugural Thighsman Award was presented by Joe Theisman to Mason Graham, a standout defensive lineman who has earned national recognition for his performance and leadership. To spread the love and recognition, Arby's has also committed to "signing an additional 100 collegiate lineman to NIL deals in 2025, allowing them to get all the Arby's they want."
This activation is a clever way to tap into both sports cultures.