CITGO's Playbook: How a Packers Star and Big Savings Target Wisconsin

HOUSTON, TX – August 11, 2026 – In a move that blends regional sports passion with aggressive consumer marketing, CITGO Petroleum Corporation has unveiled a new promotion aimed squarely at the hearts—and wallets—of Wisconsin drivers. The 'Green and Gold Friday' campaign, running through the upcoming football season, isn't just another discount; it's a meticulously crafted strategic play to capture market share in one of the Midwest's most competitive fuel retail environments.

By partnering with Green Bay Packers linebacker Lukas Van Ness and offering a substantial 26¢ per gallon reward, CITGO is leveraging local pride and digital loyalty to challenge established players. This initiative offers a compelling case study in how a legacy industry like fuel retail is adapting, using targeted, high-value promotions and celebrity endorsements to drive engagement and disrupt market dynamics.

The Playbook: Deconstructing the 'Green and Gold' Offer

At its core, the promotion is designed for simplicity and high impact. From August 7, 2026, through January 1, 2027, members of the free Club CITGO loyalty program who purchase eight or more gallons of gasoline on a Friday at participating Wisconsin locations will earn a 26¢ per gallon reward. This reward is then applied to their next fuel purchase of up to 30 gallons, redeemable any day of the week.

"We're helping drivers save on gas prices with added rewards and the performance benefits of TriCLEAN gasoline," said Joey Low, Manager of Marketing and Loyalty Programs for the company. He noted the partnership with Van Ness aims to show motorists how they can "save big this football season."

The financial incentive is significant. Compared to the typical 3¢ to 5¢ per gallon discounts offered by the standard loyalty programs of competitors, CITGO’s 26¢ reward is an aggressive, attention-grabbing figure. For a consumer filling a 15-gallon tank weekly, the savings could amount to over $85 during the 22-week promotional period, not including a one-time 20¢ per gallon welcome reward for new Club CITGO members. The program's design, which allows these promotional rewards to be stacked with other offers, further amplifies the potential savings, creating a powerful value proposition for budget-conscious drivers.

Beyond the Pump: A Strategic Push for Regional Dominance

This promotion is far more than a simple discount; it's a calculated offensive in Wisconsin's fierce fuel market. The state is a battleground for fuel retailers, with the ubiquitous regional giant Kwik Trip commanding immense loyalty, alongside national brands like BP and Shell, all of whom have well-established rewards programs. For a company like CITGO, which operates as an independent refiner with a network of locally owned retail outlets, competing on brand recognition alone is a challenge.

This is where hyper-local, high-impact marketing becomes a critical differentiator. By focusing exclusively on Wisconsin and tying the promotion to the Packers, CITGO is embedding its brand within the local culture. Industry analysts note that such regional strategies are often more effective for independent players than attempting to compete with the national advertising budgets of major oil companies. Instead of a broad, diluted message, CITGO is concentrating its resources on a specific demographic with a message that is highly relevant and financially attractive.

The 'Green and Gold Friday' campaign serves multiple strategic purposes. It aims to drive a significant increase in membership for the Club CITGO app, acquire new customers who might otherwise frequent competitors, and boost sales volume on Fridays, a key day for pre-weekend travel. It is a direct challenge to competitors, forcing consumers to compare the routine 5-cent discount with a limited-time, high-value 26-cent reward, potentially disrupting long-standing fueling habits.

The 'Van Ness & Pay Less' Effect: Power of the Local Hero

The choice of Green Bay Packers linebacker Lukas Van Ness as the face of the campaign is a crucial element of this strategy. As a recent first-round draft pick for one of the NFL's most storied franchises, Van Ness represents both youthful energy and a deep connection to a passionate, state-wide fanbase. His endorsement provides an immediate and authentic link to the community CITGO is targeting.

"Football season is all about showing up every week, and now fans can score a win of their own every Friday with CITGO," said Van Ness in the announcement. "I'm excited to partner with CITGO on the 'Van Ness & Pay Less' promotion because it's a fun way to connect with Packers fans beyond the field."

This partnership taps into the powerful psychological connection between fans and their sports heroes. For many in Wisconsin, supporting the Packers is a core part of their identity. By aligning with a prominent player, CITGO is not just selling gasoline; it's participating in the local conversation and aligning its brand with the excitement and loyalty surrounding the team. The clever "Van Ness & Pay Less" slogan makes the connection memorable and directly links the athlete to the consumer benefit. This type of endorsement is often more effective than using a generic national celebrity, as it demonstrates a genuine understanding of and investment in the local market.

The Digital Huddle: Loyalty Apps as the New Competitive Field

Underpinning this entire campaign is a piece of technology that has become central to modern retail: the mobile app. The promotion is exclusively available to members of Club CITGO, and activation is required within the app or via email. This is not a passive requirement but a key strategic component. It ensures that every participant becomes part of CITGO's digital ecosystem.

By funneling customers through the app, the company achieves several critical business objectives. First, it drives app downloads and user engagement, building a direct channel for future marketing efforts. Second, it allows for the precise tracking of the promotion's effectiveness, providing valuable data on customer behavior, redemption rates, and geographic hotspots. This data is invaluable for planning future campaigns and personalizing offers.

In an industry where the primary product is largely a commodity, the customer relationship and the data that defines it have become the new competitive frontier. The Club CITGO app transforms a simple transaction at the pump into a sustained digital interaction, fostering loyalty beyond just price. This campaign demonstrates how technology is not just an add-on but the fundamental architecture that makes such a targeted, high-value marketing strategy possible, turning every fill-up into a potential data point and a step toward building a lasting customer bond.