SBJ/Jan. 30-Feb. 5, 2017/Marketing and Sponsorship

Papa John’s delivers NHRA and team deals

The NHRA and Don Schumacher Racing have signed deals with Papa John’s Pizza to make the chain an official sponsor of both drag racing entities. The deals will be revealed Feb. 8.

Financial terms were not disclosed, but sources valued the sanctioning body pact in the high six figures annually and the DSR deal around $3 million annually. The DSR deal is for one year, while the NHRA is not revealing the length of its pact.

Leah Pritchett will drive the Papa John’s Top Fuel Dragster.
Photo by: DON SCHUMACHER RACING
As part of the NHRA deal, Papa John’s will have an on-site presence at every race including trackside signage, videoboard spots and signage on the NHRA’s “Christmas tree” starting-lights post. Papa John’s also will receive inventory on Fox Sports telecasts plus in-show branded content.

As part of the team deal, Louisville, Ky.-based Papa John’s will serve as primary sponsor for 20 of 24 races in 2017 for DSR’s Top Fuel Dragster driven by Leah Pritchett, who helped bring the company into the sport last year in a test trial over five races.

“I have to give a lot of the credit to Leah and [Papa John’s founder, chairman and CEO] John Schnatter and his desire to be involved in the sport, the positives he sees with the sport beside just sponsoring the DSR race car,” said Don Schumacher, owner of DSR. “He’s going to be involved intimately with NHRA and take a large position as he does with every sport that he gets involved in.”

Other aspects of the deal will include in-market promotions and appearances, DSR offering Papa John’s franchises hospitality at the races, and continuation of the #Leah25 promotional deal good for 25 percent off online orders. Papa John’s is considering a greater discount for Mondays following any win by Pritchett. Papa John’s works with Genesco Sports Enterprises on its sports marketing.

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