U.S. restaurant chain Papa John's International Inc. is terminating its eight-year partnership with the National Football League, or the NFL, as part of its marketing overhaul under newly appointed CEO Steve Ritchie, Bloomberg reported Feb. 28.
The restaurant chain reportedly said it will now focus on marketing with 22 specific NFL teams instead of being the league's official pizza.
The move comes amid declining sales at the restaurant chain, which it plans to address by strengthening its loyalty program and marketing efforts, Bloomberg said. It added that the relationship between the two had been strained since the Papa John's founder John Shnatter said in November 2017 that the show's declining ratings had weakened sales.
Separately, Yum! Brands Inc.-owned Pizza Hut announced on Feb. 28 that it signed a multiyear agreement with the NFL as the professional league's official pizza sponsor, beginning with the 2018 season. The pizza chain will gain exclusive marketing rights and other perks, including team partnerships as well as promotional campaigns throughout 2018.
