SBD/October 26, 2012/Marketing and Sponsorship

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  • Papa John's Announces Peyton Manning As Franchisee; Extends NFL, Super Bowl Deals

    Peyton Manning in the latest ad urged John Schnatter to offer 2 million free pizzas

    Broncos QB Peyton Manning became the “newest franchisee for Papa John's pizza, signing a deal to own 21 stores in the Denver area Friday, the same day the pizza maker also announced it had signed a multi-year contract to continue as the official pizza of the NFL and the Super Bowl,” according to Eddie Pells of the AP. Terms were not disclosed. Manning connected with Papa John's “for a promotion at the 2011 Super Bowl and has since been featured in commercials with founder and CEO John Schnatter.” The most recent ad shows Manning “goading Schnatter into offering a total of 2 million free pizzas to fans who win weekly drawings, doubling the number of freebies the CEO gave away last year.” During Sunday's Saints-Broncos game, Manning will “star in a new commercial stating that, as a new franchisee, he, too, now gets to give away free pizzas.” He also “gives fans information about how to join him in becoming a franchise owner.” Papa John's signed with the NFL in ‘10 and “has been expanding the partnership since then” (AP, 10/26).

    Print | Tags: Marketing and Sponsorship, Denver Broncos, NFL
  • Report: ManU Buys Out Of Training Kit Partnership With DHL; Looks For Better Deal

    DHL will continue to serve as Manchester United's global logistics sponsor

    EPL club Manchester United has bought out of its training kit partnership with DHL, according to the club's 20-F annual report filed on Thursday. The training kit deal, signed in August '11 and set to expire on June 30, 2014, now expires June 30, 2013. Financial terms were not available. DHL remains the club's "global logistics partner." ManU believes it can secure an increase for its training kit sponsorship. The club wrote in the 20-F annual report, "The significantly increased value of agreements concluded since entering into this agreement, such as our recent $559 million world record shirt sponsorship with General Motors, leads us to believe that there should be strategic opportunities to further optimize the value of these rights" (Christopher Botta, SportsBusiness Journal). The PA noted after ManU announced its four-year, US$51.6M deal with DHL, most experts "were astonished at the sum as it exceeded all the actual kit deals of their Premier League rivals outside of the elite group of present and past Champions League qualifiers" (PA, 10/25). YAHOO SPORTS' Brooks Peck wrote, "Perhaps the most impressive part of this whole thing ... is that DHL is willing to stay on as their 'global logistics' sponsor despite this slap in the face" (SPORTS.YAHOO.com, 10/25).

    Print | Tags: Franchises, Marketing and Sponsorship
  • Saints-Broncos "SNF" Seen As A Key Ad Platform For Presidential Candidates

    "SNF" viewers living in areas that are still considered battleground markets for the presidential election will see an increase in political advertisements this weekend, as media buyers for President Obama and Mitt Romney have stepped up their ad purchases over the past several days. It does not hurt that this Sunday’s Saints-Broncos matchup will be played in Colorado, still considered to be a toss-up state when election day rolls around. Fans watching KUSA-NBC’s coverage in Denver will see six spots: one from Obama, four from Romney and one from Republican PAC American Crossroads. Total cost to the buyers is $236,200. Over the past month, SBJ/SBD reviewed and analyzed more than 5,000 purchase orders, contracts and invoices filed with the FCC by stations in 21 markets covering nine battleground states from Aug. 2 to Oct. 12 -- documents that before a recent FCC mandate were available only by request at station offices. Our findings, published in this week’s SportsBusiness Journal, revealed that of the $13.59M spent during sports telecasts dating back to the Summer Olympics, nearly two-thirds was during NFL coverage.

    AD SPEND ON NBC AFFILIATES FOR SUNDAY'S "SNF" AND "FNIA"
    CANDIDATE
    # OF SPOTS
    TIME (MINUTES)
    SPEND
    Obama
    19
    12
    $193,550
    Romney
    19
    6
    $203,750
    Republican PACs
    8
    4
    $96,750

    MARKET (AFFIL) CANDIDATE
    # OF
    SPOTS
    TIME
    (MINUTES)
    SPEND
    Denver (KUSA) Obama
    1
    1:00
    $60,000
      Romney
    4
    2:00
    $131,200
      Republican PACs
    1
    0:30
    $45,000
    Orlando (WESH) Obama
    1
    0:30
    $7,000
      Romney
    -
    -
    -
      Republican PACs
    1
    0:30
    $20,000
    Tampa (WFLA) Obama
    2
    1:00
    $13,400
      Romney
    -
    -
    -
    West Palm Beach (WPTV) Obama
    2
    1:30
    $9,250
      Romney
    2
    1:00
    $3,650
    Jacksonville (WTLV Obama
    1
    0:30
    $2,500
      Romney
    1
    0:30
    $1,600
    Winston-Salem (WXII) Obama
    1
    0:30
    $2,200
      Romney
    -
    -
    -
    Raleigh (WNCN) Obama
    -
    -
    -
      Romney
    -
    -
    -
      Republican PACs
    1
    0:30
    $2,400
    Las Vegas (KSNV) Obama
    1
    1:00
    $20,000
      Romney
    1
    0:30
    $2,400
      Republican PACs
    2
    1:00
    $19,000
    Columbus (WCMH) Obama
    3
    1:30
    $12,200
      Romney
    NA
    NA
    NA
      Republican PACs
    NA
    NA
    NA
    Cleveland (WKYC) Obama
    2
    2:00
    $48,000
      Romney
    -
    -
    -
      Republican PACs
    1
    0:30
    $4,000
    Cincinnati (WLWT) Obama
    2
    1:00
    $4,500
      Romney
    -
    -
    -
    Portsmouth (WAVY) Obama
    1
    1:00
    $5,000
      Romney
    5
    2:30
    $20,400
      Republican PACs
    1
    0:30
    $1,800
    Milwaukee (WTMJ) Obama
    2
    1:00
    $9,500
      Romney
    2
    1:00
    $9,500
      Republican PACs
    1
    0:30
    $4,550
    Miami (WTVJ) Obama
    NA
    NA
    NA
      Romney
    4
    2:00
    $35,000

    NOTES: NA = FCC has not posted online the final paperwork for this week for that station.

    Print | Tags: Marketing and Sponsorship
  • World Series Marketing Notes: Chevy Launches Comprehensive Activation Plan

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