In its first year of business, the Boston Burger Co. thought the Head of the Charles would be a great way to introduce its product to the public. Despite being a new sponsor that is not nearly on the same scale as an international company such as BNY Mellon, Boston Burger saw the same spark in the Head of the Charles as a distinctive opportunity.

“[It’s] outside on the banks of the Charles River, which, when the weather cooperates, makes for a great setting,” wrote Paul Malvone of Boston Burger Co in an emailed statement. “It’s the tradition of the event. The fact that people come from across the country and from around the world to compete here.”

Customers interested in sampling the food of Boston Burger Co. will be able to see what this new establishment has to offer, as it will be setting up a mini-outdoor restaurant for the weekend.

While Boston Burger Co. will be located in the reunion village for the weekend, many other local and national sponsors will be located at the Weld Exhibition area. A popular location for spectators, the Weld Exhibition provides vendors with the chance to interact with the hundreds of thousands of consumers who will arrive in Cambridge this weekend.

“The regatta weekend brings thousands of people to the Square for dining, shopping, tours, and cultural events,” wrote Denise Jillson, executive director of the Harvard Square Business Association, in an emailed statement. “It is a weekend of celebration, competition, excitement, and great energy that gives a boost to all our businesses.”

—Staff writer M. Ty Aderhold can be reached at michael.aderhold@thecrimson.com.