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SBD/October 24, 2013/Marketing and Sponsorship
Crew F Oduro's Endorsement With Local Papa John's To Be Extended If Team Re-signs Him
Published October 24, 2013
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VIRAL CELEBRATION: For all the success of the deal's off-field activations, last month’s goal celebration almost certainly generated the most headlines. The meticulously planned stunt saw Oduro run to a Crew staff member after scoring in a Sept. 21 match against the Fire, grab a Papa John’s pizza box, take a bite out of a slice, then hand the box to a group of fans. Video of the celebration went viral, catching not only the attention of Papa John’s national marketing office, but also sports sites such as Deadspin and Yahoo. Jay Leno even used it as part of a skit on “The Tonight Show,” -- a fact that stunned Crew VP/Corporate Sponsorships Chris Previte. He said of finding out about the Leno segment, “I was floored -- in a good way. Obviously the partner was delighted, but this got national attention. It’s gotten some great kudos for them and what they have done with the relationship. So it’s been huge.” Oduro, who came up with the idea on his own, only went through with it after checking with his coach to make sure he would not be disciplined for it. He also checked with MLS officials to ensure he would not recieve a yellow card. He wanted the celebration to occur at home, but it took weeks to pull off after he developed a pattern of only scoring on the road. Oduro said he was so caught up in the game when he finally did score at home, he nearly forgot about the celebration.