October 7, 2010: Papa John's continues its aggressive march into NFL territory, signing a deal to become the official pizza of the New Meadowlands Stadium, which is home to both the New York Giants and Jets.
Within the past year, Papa John's has become the official pizza sponsor of the league and the next three Super Bowls, and now has alliances with 14 NFL teams. Financial terms of the New Meadowlands Stadium deal were not disclosed.
“Consistent with our brand promise, Papa John’s always delivers better ingredients, better pizza, which, in our eyes, makes for a better football experience,” Andrew Varga, Papa John’s CMO, said in a statement.
Papa John's aligned with the NFL as the official pizza sponsor of Super Bowl XLIV, then expanded its deal to become a league-wide partner, including Super Bowl XLV at Cowboys Stadium, Super Bowl XLVI at Lucas Oil Field in Indianapolis and Super Bowl XLVII in New Orleans. In addition to the Giants and Jets, the company also has deals with the Arizona Cardinals, Atlanta Falcons, Baltimore Ravens, Dallas Cowboys, Houston Texans, Indianapolis Colts, Miami Dolphins, Philadelphia Eagles, Seattle Seahawks, St. Louis Rams, Tennessee Titans and Washington Redskins.
A current promotion is offering a trip to the 2011 NFL draft. Papa John's marketing support includes signage within the New Meadowlands Stadium and banner ads at the Web sites of both the Giants and Jets. Rival Pizza Hut also has NFL ties, including a deal with the Tampa Bay Buccaneers and commercials that run during NFL programming.
The New Meadownlands Stadium has "cornerstone" partnership deals with Pepsi, Verizon, MetLife and Anheuser-Busch's Bud Light. It will be the sight of Super Bowl XLVIII in February 2014, for which Papa John's current deal with the NFL does not extend. The $1 billion-plus venue, which opened earlier this year, also hosts college football, concerts and other events.
According to Mark Lamping, president and CEO of New Meadowlands Stadium Co., LLC. “From the earliest building plans to the final construction of the stadium, we have paid the utmost attention to delivering the very best fan experience. Partnering with Papa John’s further proves our dedication to superior quality in everything we do and sell here.”