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Barclays, Papa John's Get Exclusive Deals On NFL Marketing Roster

June 8, 2010: Barclaycard US, the domestic payments business of U.K.-based Barclays, and Papa John’s International have each signed deals to become exclusive partners of the NFL.

Financial details for each of the multi-year pacts were not disclosed.

Barclaycard, which replaces Bank of America in the category, will market credit cards bearing the NFL shield logo and the logos of each of the 32 NFL clubs. The financial firm will also have the rights to advertise during NFL games and on NFL media such as NFL Network and NFL.com. Bank of America's three-year deal as the league's first "official bank"  and credit card provider expired after the 2009 season.

The category is separate from financial firm Visa, which has a deal as the league's exclusive "payment service" that runs through 2014. The two deals come just days after the NFL renewed its marketing alliance with Campbell Soup.

Barclays is expected to expand upon the services offered to consumers by Bank of America through its NFL alliance, which included consumer checking and savings, credit, debit and ATM card issuance, wire and currency transfer services, currency exchange services, and community development banking.

Papa John’s, which earlier this year signed a deal with the NFL as the "official pizza sponsor of Super Bowl XLIV," now has a three-year agreement as the "official pizza sponsor " of the NFL as well as Super Bowls XLV, XLVI and XLVII.  The deal includes category exclusivity among delivery and carry out pizza brands. In conjunction with Super Bowl XLIV, Papa John’s said it recorded its largest single sales day in the brand’s history, selling more than 900,000 pizzas at its 2,800 U.S. restaurants.

Papa John’s called this deal its sports-related financial commitment. Papa John’s is also the official pizza of the Arizona Cardinals, Atlanta Falcons, Baltimore Ravens, Dallas Cowboys, Houston Texans, Indianapolis Colts, Miami Dolphins, Philadelphia Eagles, St. Louis Rams, Tennessee Titans, and Washington Redskins.

Similar to Barclays, Papa John’s will be able to use NFL logos and trademarks in its advertising and marketing, including such jewel events as the Pro Bowl and NFL Kickoff in addition to the next three Super Bowls.

Both companies expressed pleasure at being able to align their brands with the NFL.

“We’re thrilled to have been selected by the National Football League to bring convenient and rewarding payment products to the sport’s many loyal fans and we’re looking forward to getting started,” Scott Young, GM-partnerships for Barclaycard US, said in a statement.

According to the company, consumers can being to obtain the NFL credit cards from Barclaycard starting in September via the Web, at stadium displays, through in-bound telephone applications and via e-mail and direct mail invitations. The cards will enable users to earn points for every dollar spent, which may be redeemed for unique NFL-related experiences, game tickets, NFL-licensed merchandise and more. Specific product features and benefits are expected to be unveiled before the launch of the new program.

According to Papa John's, “The National Football League is the most highly regarded and popular brand in sports, with a commitment to quality that matches perfectly with the high standards of Papa John’s,” Andrew Varga, Papa John’s CMO, said in a statement. “Papa John’s has always prided itself as being the preferred pizza of football fans. This sponsorship takes it to the next level. This is by far the largest sports-related financial commitment that our brand has made and we believe this affiliation will greatly enhance our brand building efforts over the next three years.”

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