Papa John’s has become the official pizza sponsor of National Football League (NFL) and the super bowl leaving behind big pizza companies like Pizza Hut and Domino’s. The deal is for a period of three years and is valued at millions of dollars making it one of the biggest sponsorship deals in Papa John’s history – the exact amount has not been revealed. As a part of the deal, the company will be able to use the NFL logos and trademarks in their marketing and advertising campaigns. Papa John’s Chief Marketing Officer Andrew Varga believes that this association will help them in further building their brand. Taking NFL’s route for marketing is nothing alien to Papa John’s as it has been the sponsor of teams like Arizona Cardinals, Atlanta Falcons, Dallas Cowboys, Houston Texans to name a few and has had great success in the hometowns of these teams. So going by the success it has had at the state level, this deal is clearly an effort to repeat the success at the national level. Would they? Papa John’s sold more than 9,00,000 pizzas on Super Bowl Sunday this year, the highest ever recorded in the history of the brand. So anything is possible from hereon.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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