Hot Sauce: Papa John’s Puts A Rap On Dallas Cowboys Pizza Pie Promotion
Monday, September 25, 2017 at 09:58AM in Dallas Cowboys, NFL, NFL, Papa John's, music, sports marketing

By Barry Janoff

(Published in SportsBlog@SportsBiz)

September 25, 2017: Do Ezekiel Elliot, Zak Prescott, Jason Witten and Dez Bryant need a hip-hop anthem to inspire the Dallas Cowboys to win games, make the playoffs and reach the Super Bowl for the first time since winning Super Bowl XXX following the 1995 season?

Pizza maker Papa John’s believes it couldn’t hurt.

Papa John’s, which has been an official partner with the team since 2004, is in the fourth year of its Cowboys20 pizza deal.

In effect, when the Cowboys score 20 or more points in a game, people get 50% off their regular price menu order the next day at Papa John's Web site with promo code Cowboys20. (Valid at participating Dallas, Austin and Waco-area locations.)

To support the effort, has created what it calls "an unforgettable new hip-hop anthem that will have crowds cheering ‘Cowboys20’ all season long."

All the words in the 90-second tune are "Cowboys 20."

The Cowboys scored 20 or more points in a game 13 times last season, including a 34-31 playoff loss to the Green Bay Packers.

"There's nothing like that game-day feeling, and music is a big part of getting hyped up for a big game," Steve McNeil, vp-operations for Papa John’s, said in a statement.

"We wanted to capture that spirit, and create something unique especially for Cowboys fans. This anthem belongs to them, and we hope they have some fun with it because their passion inspired it," said McNeil.

This is not the first time the Cowboys and "Papa John" Schnatter, founder, CEO and president of Papa John’s, have joined to use rap music in a campaign.

Back in 2012, majority team owner Jerry Jones filmed a spot, "Hip-Hop Jerry," in which he rapped about the Cowboys and Papa John’s.

Papa John's is also challenging people to create their own version of the "Cowboys20" song.

The music is available for download on SoundCloud, enabling people to “make their own Cowboys20 music video or create a lip sync video with the Dubsmash app,” according to Papa John’s.

People are directed to use #Cowboys20 on Facebook, Twitter or Instagram to share their personal video and to see videos made by others.

The Cowboys are the most valuable sports franchise in the world, worth $4.2 billion, per Forbes.

Papa John’s, also an official partner with the NFL, is running a campaign with Peyton Manning and J.J. Watt that celebrates the ‘Unsung Heroes” of the game, such as groundskeepers, vendors and front-office staff.

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