The new Official Pizza Sponsor of the NFL is prepared for their first big event as a sponsor.
A few months back, I wrote a blog post about Pizza Hut becoming the new pizza sponsor for the NFL. Papa Johns, the previous sponsor, had a public breakup with the NFL and left a very valuable sponsorship gap.
Tonight is the first round of the NFL Draft and it symbolizes the start of the first major weekend for the NFL. As a result, Pizza Hut is making sure they are ready by activating their new sponsorship. First, Pizza Hut will be giving the 78th pick in the draft (Round 3, Pick 14) free pizza for a year. The connection being it is the same number as Pi.
Additionally, Pizza Hut will be utilizing the NFL's star power to have player endorsements and campaigns. As a start, Pizza Hut will be working with JuJu Smith-Schuster, the young wide receiver who has made headlines for great plays on the field as well as playing Fortnite with Drake.
For a first campaign, using JuJu is brilliant because he is one of the most marketable players in the NFL right now. He use social media regularly and will do fun stunts such as wearing a custom Lebron James Steelers' jersey to a Cavs game.
By putting him in commercials and other promotions, Pizza Hut knows they will be getting results. This is just the beginning of Pizza Hut as a sponsor of the NFL and it will be fun to see what they do next.
1. Giving free pizza to one of the draft picks is a great promotion that will get your brand out there while also shedding positive light on it.
2. It is not sufficient anymore to only activate on-site and on television. You need to take advantage of multiple mediums available such as social media, endorsement promotions, and other giveaways.
3. While Pizza Hut is the official sponsor, there will no doubt be other pizza commercials during the NFL Draft. However, the difference is Pizza Hut will have an NFL player in their campaign and will also have activation opportunities besides commercials.
4. When thinking about a sponsorship or activation, come up with players who fit what you are trying to do to make the message as clear as possible.
Check out some pictures of this activation and some more of JuJu Smith-Schuster.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell