NFL Signs Multi-Year Deal With Little Caesars As Its New Official Pizza, Pizza
Tuesday, June 14, 2022 at 10:01PM By Barry Janoff
June 14, 2022: The NFL today unveiled a multi-year partnership that names Little Caesars as the league’s “official pizza sponsor.”
Little Caesars replaces Pizza Hut, which held the category rights since 2018, when it replaced Papa John’s.
Financial terms were not shared.
According to CNBC, “Partnership deals with the NFL usually run from three-to-seven years and cost a minimum of $10 million per year for smaller companies. More prominent firms could pay more than $200 million per year.”
“Time to start practicing our touchdown dance because we're the new official pizza sponsor of the NFL!” Little Caesars posted to social media.
“We're thrilled to welcome Little Caesars to the NFL family," Renie Anderson, chief revenue officer and evp-NFL partnerships, said via the league.
"With a focus on quality and convenience, Little Caesars offers unmatched value for our fans, and we look forward to working together to positively impact communities across the United States."
Under terms of the pact, Little Caesars gets exclusive category marketing rights.
New components including social media games, products, packaging and unique NFL promotions to be unveiled “before the start of the 2022 season and continue throughout the course of the sponsorship.”
Little Caesars said it is already planning activation for the 2024 NFL Draft, scheduled to take place in Detroit, where Little Caesars is headquartered.
“This partnership aims to enhance the fun of game day by bringing the quality and convenience Little Caesars is known for to NFL fans across the country," Dave Scrivano, Little Caesars president and CEO,” said via the brand.
“And because we're the value leader in the pizza industry, hungry fans can enjoy weekly gametime meals at a very affordable price during a time when food prices are on the rise."
The partnership also includes a charitable giving component, under which the Little Caesars Love Kitchen, describes as a “big rig pizza kitchen on wheels,” will visit key NFL event cities throughout the year and also “provide ongoing post-event community support.”
The U.S. is the largest pizza market in the world with more than $46.24 billion in sales out of $145 billion in total worldwide sales in 2020, according to Statista.
Leading chains by sales are Domino’s, Pizza Hut, Little Caesars and Papa John’s.
Little Caesars Pizza was founded in May 1959, by Mike Ilitch and his wife Marian Ilitch, and has nearly 5,500 locations worldwide.
Ilitch Holdings also is the majority owner of MLB’s Detroit Tigers and the NHL Detroit Red Wings, which play in Little Caesars Arena.
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