By Barry Janoff
November 5, 2013: With Super Bowl XLVIII just months away from taking over the New York area, marketers are positioning themselves to take full advantage of an event that is expected to attract more worldwide media, and possibly garner the biggest viewing TV audience, in NFL history.
Case in point: Papa John’s, the official pizza of the NFL and Super Bowl XLVIII, has signed a deal to become the official pizza of the New York Yankees. Financial terms were not disclosed.
Papa John's has been a marketing partner with the Yankees for several seasons but did not have "official pizza" designation or category exclusivity.
Although the multi-year deal will activate with more intensity once the 2014 MLB season begins, Papa John's plans to get milage out of the alliance during the period between December 2013 and the Super Bowl in MetLife Stadium, home of the NFL's Giants and Jets, on Feb. 2.
The Louisville, Ky.-based pizza company intends to activate via its alliance with the Yankees, as well as the Giants and Jets' prior to Super Bowl with TV, Internet and social media; as well as outdoor in the region.
As part of the deal, Papa John’s will be the exclusive branded pizza sold in Yankee Stadium, have in-stadium signage and will have the ability to use the Yankees marks in marketing and advertising.
In addition to having a presence at Yankees’ games, Papa John’s said it would have a presence at other events in Yankee Stadium, beginning on Dec. 28 at the New Era Pinstripe Bowl, New York’s only college football bowl game.
“We are excited to be the official pizza of the New York Yankees,” Tim O’Hern, Papa John’s svp and chief development officer, said in a statement. “The Yankees are one of the premiere teams in baseball and we’re thrilled with the opportunity to serve our better quality pizza to their loyal fans.”
According to Michael Tusiani, svp-corporate sales and sponsorships for the Yankees, “We are greatly pleased to expand our partnership with Papa John’s, hoping that its pizza being featured at Yankee Stadium will further strengthen both brands globally."
Papa John’s is in the midst of a multi-year sponsorship with the NFL. The brand also has alliances with several other MLB teams and is the official pizza of 18 NFL teams: Arizona Cardinals, Atlanta Falcons, Baltimore Ravens, Chicago Bears, Cincinnati Bengals, Dallas Cowboys, Denver Broncos, Houston Texans, Indianapolis Colts, Jacksonville Jaguars, Miami Dolphins, Minnesota Vikings, Giants, Jets, Seattle Seahawks, St. Louis Rams, Tennessee Titans and Washington Redskins.
In addition, Papa John's has a deal with Broncos quarterback Peyton Manning and the NFL Network.
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