Editor’s note: This story is revised from the print edition.
They are consumed in tandem almost as frequently as peanut butter and jelly, and are indisputably a more popular adult collaboration: beer and pizza. These two foods are so intertwined with spectator sports, we’ve long considered them endemic sponsorship categories.
So call it the ultimate combo play: Agency work for two of the biggest brands in both of those markets is in play, with Pizza Hut and MillerCoors each putting their sports agency accounts in review.
We hear readers asking already: Which sports marketing shops are competing?
Well, considering these are two of the larger sports spenders when you include their media budgets, as one veteran of the sports agency marketing wars told us, “Every agency that isn’t conflicted.”
That’s quite a crowd, especially for those seeking the Pizza Hut business, which seems to conflict in the case of some, but not all, QSR accounts.
MillerCoors’ official NHL deal will be part of the new agency’s inventory with which to work.Getty Images
Pizza Hut’s agency search has more urgency, since the Plano, Texas, headquartered restaurant chain plans to kick off activation behind its new and pricey NFL corporate sponsorship during the April 26-28 NFL draft at the Dallas Cowboys’ AT&T Stadium in Arlington, Texas. (The irony of Dallas owner Jerry Jones being the largest local franchisee of Papa John’s isn’t lost on us here. That’s especially true, since Papa John’s, an NFL league sponsor since 2010, was kicked to the curb three years early after it blamed missed sales targets to NFL player anthem protests.)
We’re told Pizza Hut held some agency meetings last week in Texas, at which shops were asked for activation ideas behind both the draft and the NFL Kickoff Weekend in September.
Just don’t tell us the supporting creative will have a QB bent over center shouting a “Pizza Hut-hut” snap count.
Zipporah Allen, chief marketing officer at “the Hut” since January, will play a big role in the decision. Pizza Hut also has NCAA rights, so we’re sure it’ll be looking for creative input there as well.
On the malt beverage side of things, incumbent MillerCoors agencies Genesco Sports Enterprises and GMR will participate in an agency review. A MillerCoors spokesman said both agencies were "told they were automatically finalists." GMR’s legacy Miller business is responsible for its Milwaukee headquarters. Whatever the outcome, agency sources told us that GMR will retain significant MillerCoors business outside of sports.
Thus far, the beer review has taken the shape of a more broad-based “Request For Information,” after which it will be narrowed to the full-scale RFP pitch. The full-calorie beer category is slumping, but nonetheless, every agency thirsts for a big beer brand, so this will be an intriguing competition.
Pizza Hut has spent heavily across media supporting its NCAA sponsorship.
PITCHING BEER, PART TWO: While we’re on the subject of suds, longtime MLB corporate sponsor Anheuser-Busch InBev is hoping to make the first taste of beer at a major league ballpark as notable to its consumers as the first pitch of the new season, which starts Thursday.
Through a “first sip” promotion, to be held at around 20 MLB parks, ABI will use team “legends” to commemorate the new season by quaffing the initial Budweiser of the season, just before the actual first pitch. The first sips will be held at the Budweiser-branded areas within ballparks or at pop-up “Build-A-Bars” outside stadiums.
“First sippers” will include Pudge Rodriguez and Kevin Millar, and the idea is to generate some timely social content around MLB Opening Day. The stunt dovetails nicely with the “Budweiser Legends” campaign, “Legendary Lager for Legendary Moments,” which will continue across the season, using retired players.
COMINGS & GOINGS: Marketing layoffs continue at Coca-Cola headquarters, with Ben Reiling, director of motorsports marketing, exiting next month after a run dating to 2000. His departure follows that of 11-year Coke sports marketing veteran Bob Cramer, vice president of sports marketing and partnership management. … Brendan McQuillan, senior vice president of retail operations, has departed Fanatics after almost five years, as has Ashley Brown, regional manager for Fanatics’ retail operations, after 16 months.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
