Operations
Little Caesars aims to score big as NFL pizza sponsor
Little Caesars has signed on as the Official Pizza Sponsor of the NFL. The partnership awards the Detroit-based pizza brand plenty of exposure and builds relationships with football fans.
October 24, 2024 by Mandy Wolf Detwiler — Editor, Networld Media Group
Football is back, and so are the many sponsorships that come along with it. For Detroit-based Little Caesars, the brand has been named the Official Pizza Sponsor of the NFL.
The pizza company has partnered with several NFL teams to feature specialized branding and in-game activations in local markets throughout the season. Participating teams include: Detroit Lions, Kansas City Chiefs; Los Angeles Rams, Miami Dolphins, Minnesota Vikings, New Orleans Saints, Philadelphia Eagles, Pittsburgh Steelers, Tampa Bay Buccaneers, San Francisco 49ers and the Tennessee Titans.
Pizza Marketplace reached out to Patrick Cunningham, VP, U.S. development, at Little Caesars, via an email interview to learn more about the brand's partnership with the NFL and how its driving brand awareness and business.
Q. What are the primary goals of Little Caesars' partnership with the NFL?
Cunningham: As the Official Pizza Sponsor of the NFL, one of our primary goals is to deliver an unmatched dining experience to football fans across the country — one that prioritizes convenience, quality and value. Through our Hot-N-Ready offerings and special game-time promotions, we strive to make it easier than ever for fans to satisfy their food cravings while cheering on their teams at home or in stadiums.
Our other focus with this partnership is to accelerate our franchise development efforts — appealing to both new franchisees and those with years of experience. There's only one pizza sponsor of the NFL and having this exclusive opportunity to expose our brand to new consumers and further solidify brand loyalty with existing guests is something no other pizza brand can compete with.
Q: How does Little Caesars leverage its NFL sponsorship to reach their target audience and utilize NFL-themed marketing materials (e.g., commercials, in-store promotions)?
Cunningham: We use a multi-pronged approach to engage with consumers and franchisees. For starters, Little Caesars is partnering with several teams for the 2024-25 season to feature specialized branding and in-game activations — tailoring promotions to each market. Participating teams include the Detroit Lions, Kansas City Chiefs, Los Angeles Rams, Miami Dolphins, Minnesota Vikings, New Orleans Saints, Philadelphia Eagles, Pittsburgh Steelers, San Francisco 49ers and the Tennessee Titans. Fans are more likely to engage with brands that are affiliated with teams they root for, so this is an effective way to get in front of new audiences while helping drive sales for our franchisees.
To further amplify our reach with football fans, we're partnering with San Francisco 49ers tight end George Kittle and Detroit Lions wide receiver Amon-Ra St. Brown, among others, on a series of commercials centering around Little Caesars role as the Official Pizza Sponsor of the NFL.
Through these efforts, we're also showcasing to prospective franchisees how we are investing in the long-term success of Little Caesars restaurants across the country.
Q: What specific marketing campaigns or promotions has Little Caesars launched in conjunction with the NFL? Are there any exclusive offers or experiences that Little Caesars provides to NFL fans?
Cunningham: This season, we are rewarding guests in ways they'll find to be enticing and fulfilling. We launched the Little Caesars Challenge Program, where guests can complete challenges prompted exclusively on the Little Caesars app. As part of this initiative, we brought back the PizzaPizza! Pregame Challenge, which is available to complete on NFL gamedays.
Additionally, guests can complete the Super Bowl LIX Sweepstakes Challenge for the chance to enter to win tickets to the big game — no purchase required. Guests can enter the Super Bowl LIX Sweepstakes once per NFL game day. The winner and one guest will receive two tickets to Super Bowl LIX, in addition to airfare, transportation and hotel.
Most recently, we also leveraged the start of the season to promote game day offerings, such as the 3 Meat Treat Kickoff Combo which includes a large pizza, crazy combo and a 2-liter Pepsi product for $15.99.
Q: How does Little Caesars engage with NFL fans through their partnership?
Cunningham: In addition to engaging with NFL fans on our mobile app and through game day activations, we have expanded our reach to serve guests their favorite Little Caesars pizza in stadiums. The Hard Rock Stadium in Miami and Nissan Stadium in Nashville have added Little Caesars to their concessions.
Giving back to people in our communities is just as important. With the support of the NFL, we are deepening our giveback efforts across several cities. Little Caesars Love Kitchen will be rolling around this year serving up pizza to those in need.
Q: How has the NFL partnership impacted Little Caesars' brand awareness and sales?
Cunningham: NFL games are among the most watched sporting events in the U.S., meaning every game day presents a unique opportunity for our brand to be front and center with fans. This partnership has reinforced our position as an industry leader Americans can rely on to satisfy their cravings for delicious and affordable food. As Little Caesars brand recognition increases with NFL fans, so do sales for our franchised locations across the country.
Q: Has the partnership helped Little Caesars expand its market reach or introduce new products?
Cunningham: The NFL partnership has fueled Little Caesars development pipeline during its 65th anniversary year and helped spark interest from prospective franchisees. We kicked off the season announcing another successful development period, signing numerous multi-unit agreements with franchisees that are eager to join our established brand. Plans call for expanding our market reach in Dallas, Los Angeles, San Antonio, Charlotte, Albuquerque, Brooklyn, Baltimore, New York City and Greenville.
Q: What are Little Caesars' future plans for their partnership with the NFL?
Cunningham: As part of the multi-year agreement we signed with the NFL, we have many opportunities to continue to engage with the NFL, fans, teams, players and franchisees in ways they find meaningful and exciting. Each season we strive to elevate our promotions and expand upon what we did the year prior. We're fortunate to be associated with a league of this stature and look forward to our continued partnership for years to come.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
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