Papa John's Pizza is extending its January "National Football Month" marketing program with something it has never done: sponsorship of Super Bowl XLIV as well as the NFL. The deal makes Papa John's "Official Pizza Sponsor of the National Football League and Super Bowl XLIV."
Andrew Varga, CMO of the Louisville, Ky.-based company, tells Marketing Daily that the short-term agreement ending in March came about because "we have been working with NFL franchises in nine local markets over the last three or four years and for the activating programs locally it has been a great sales boost for us. As we started to see better and better results with those nine teams, it made sense to do something bigger with the NFL."
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