Whataburger fans lined up down the block to get their first taste of the famous made-to-order burgers. Many showed up in their Whataburger shirts, socks and hats to celebrate the momentous occasion.

The orange-and-white-sporting Texas fast food chain Whataburger picked a suitable location for their first store: Cumberland ...

It was an exercise in corporate branding that wouldn't have raised an eyebrow in most pro sports. In college sports, it ...