Papa John’s, which has been the official pizza of the NFL and the Super Bowl since 2010, has expanded its alliance with the league, signing a deal that now makes it the official NFL pizza partner in Canada, Mexico and the United Kingdom.
Financial terms of the multi-year deal were not disclosed.
The alliance comes just prior to the 2011 NFL International Series game in London between the Tampa Bay Buccaneer and Chicago Bears on Oct. 23. Papa John’s will be the official pizza sponsor of the annual game, played at Wembley Stadium, for the duration of the contract.
Papa John’s and its franchisees currently operate 167 locations in the United Kingdom.
The official sponsorship with the NFL in Canada, Mexico and the U.K. is effective immediately. It includes providing Papa John’s category exclusivity and rights to use NFL and team logos and trademarks in marketing and advertising, according to the NFL.
In addition t the U.K., the deal enhances Papa John’s presence in Canada, where it currently franchises 53 restaurants; and Mexico, where Papa John’s has 49 locations, including 18 in Mexico City.
“The National Football League is growing in these markets, and so is Papa John’s, and that makes this deal a win-win-win for the NFL, Papa John’s and our customers,” Andrew Varga, Papa John’s CMO, said in a statement. “Papa John’s, our franchises and our customers in the United States have benefited greatly from our sponsorship of the NFL, and we’re confident that expanding our official sponsor status to include Canada, Mexico and the United Kingdom will score big for our brand and customers in those countries.”
Papa John’s current domestic deal with the NFL includes Super Bowl XLVI in Indianapolis and Super Bowl XLVII in New Orleans.
Papa John’s is also the official pizza sponsor of the Arizona Cardinals, Atlanta Falcons, Baltimore Ravens, Dallas Cowboys, Houston Texans, Indianapolis Colts, Miami Dolphins, New York Giants, New York Jets, Philadelphia Eagles, Seattle Seahawks, St. Louis Rams, Tennessee Titans and Washington Redskins.
Earlier this month, the NFL expanded its commitment to playing regular-season games in the United Kingdom by approving a resolution authorizing the league to schedule regular-season games in the U.K. in each of the next five years (2012-2016), including to determine the number of games per season, the venues, and the competing teams.