Entries in sports marketing (1)


In Rookie Season, Papa John's Seeks Bigger Piece Of NFL Pie

September 2, 2010: Papa John’s said that earlier this year it experienced the "positive impact" that a marketing alliance with the NFL can generate. As the official pizza sponsor of Super Bowl XLIV, Papa John’s generated in its largest single sales day in brand history, selling more than 900,000 pizzas on Super Bowl Sunday, Feb. 7, 2010, at its 2,800 U.S. restaurants.

Now entering its rookie season with an expanded relationship as the exclusive official pizza sponsor of the NFL, Papa John's is launching an integrated marketing program in an effort to not only build on its pro football alliance but also to grab a bigger slice of the $30 billion U.S. pizza category.

Among other activations, Papa John's is embarking on a season-long partnership with NBC Sports’ Football Night in America, numerous "customized sponsorship elements" with NFL Network and NFL Primetime on ESPN and Fantasy Football Now on ESPN2 and is unveiling a multi-media campaign to support the NFL 2010 kickoff weekend, Sept. 9-13.

“Our sponsorship of the NFL is a strategic play that gives the Papa John’s brand a powerful affiliation with the NFL and co-branding elements that elevate our brand on NFL game days across the season,” Andrew Varga, Papa John’s CMO, said in a statement. “As the company that has always believed that better ingredients make a better pizza, our intent as an official sponsor of the NFL is to make the football experience even ‘better’ for fans.”

To activate its partnership with Football Night in America, which is NBC's Sunday night game of the week, Papa John’s and NBC Sports will create co-branded customized features that will run during the NFL studio show. Some segments will feature company founder “Papa” John Schnatter alongside NFL personalities.

The first, scheduled to run during this season's first Football Night in America on Sept. 12,  will include the owners of the team's playing that night, Jerry Jones of the Dallas Cowboys and Daniel Snyder of the Washington Redskins.

Papa John's is the official pizza of both the Cowboys and Redskins, in addition to the Arizona Cardinals, Atlanta Falcons, Baltimore Ravens, Houston Texans, Indianapolis Colts, Miami Dolphins, Philadelphia Eagles, Seattle Seahawks, St. Louis Rams and Tennessee Titans.

Support with NBC will also include a customized pizza box that co-brands the partnership and utilizes NBC Sports’ “Sunday Night is Football Night” campaign with “Make Every Sunday Night a Papa John’s Night.”

As part of its alliance with ESPN, Papa John’s will be a presenting sponsor of NFL Primetime, the network’s Sunday recap show. The sponsorship will include billboards, logo animation and “game ball" features periodically throughout the season.

Papa John’s will also serve as the presenting sponsor of ESPN's  Fantasy Football Now, which airs simultaneously on Sunday’s on ESPN2 and ESPN.com. The sponsorship aligns closely with Papa John’s new “Fantasy to Reality” campaign, which is searching for the “fantasy football league that’s better than the rest.” The campaign, which officially begins Sept. 9 and runs throughout the season, is offering a top prize of a trip to the 2011 NFL Draft in New York. (Full details here.)

Papa John’s will continue its fantasy football activation through multiple assets as part of its deal with the NFL Network, including presenting sponsor of the network’s Around the League program and Game Day Scoreboard.

POP support includes “free toppings football": a large pizza for $10 with up to three free toppings. On NFL game days "consumers can go bigger with an extra-large pizza and score up to seven free toppings." According to Papa John's, Americans consume 350 slices of pizza per second, or approximately 100 acres per day, enough pizza to cover more than 75 football fields.

“Few things go better together than pizza and football,” Mike McCarley, NBC Sports svp-communications, marketing and promotions, said in a statement. “This partnership makes sense because both are strong brands that have strong ties to the NFL and are an important part of special Sunday nights in living rooms across America, when friends and families gather for food and football.”

Papa John's Gets Exclusive Deal On NFL Marketing Roster

Papa John's Topping Super Bowl XLIV Pie With Tasty Activation´╗┐

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