SBD/October 5, 2011/Marketing and Sponsorship

Chew On This: Philly Soul Partner With Candy Company To Let Fan Choose A Play

Jaworski sported a Goldenberg Peanut Chews shirt during a "PTI" appearance
The AFL Philadelphia Soul and Just Born Inc., maker of Goldenberg Peanut Chews, next season will debut the "Chews That Play" promotion, according to John George of the PHILADELPHIA BUSINESS JOURNAL. Soul COO & VP John Adams explained, "Fans will enter the contest, and we will pick a winner for every home game. That fan will go to a Soul practice and work with the coach and select the first offensive play the team runs. The fan will be in the coach's box for the play." Soul GM Thomas Goodhines said that the suggestion for the promotion "came from the team's new head coach," former NFLer Doug Plank. Adams said that he "wasn't concerned the promotion will damage the integrity of the game," and he noted that the winners "will not be allowed to design some crazy plays on their own." Adams: "The fans will [be] working with the coaching staff and choosing a play out of the coach's playbook." Adams said that the "multiyear deal valued at 'into the six figures' goes beyond the typical arena signage, advertising, tickets and hospitality components that comprise most of its marketing deals." The partnership is expanding to include "more promotions for Peanut Chews that feature Soul co-Owner Ron Jaworski." Goldenberg Peanut Chews supplied Jaworski, an ESPN "MNF" analyst, "with a polo shirt featuring the brand's logo" for a recent appearance on the net's "Pardon The Interruption" (PHILADELPHIA BUSINESS JOURNAL, 9/30 issue).
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