A category dominated by three giant corporations, Papa Johns, Domino’s, & Pizza Hut, the QSR Pizza category has over 180 active brands buying sponsorship / media. 33% of all deals in this category include Television Ads. On average, each QSR pizza brand with a deal has three sponsorships. This number increased to 5 when adding broadcast media deals.
As the Official Pizza of March Madness, Pizza Hut created the “Struggle Bus” to help those who find themselves struggling by delivering relief in the form of pizza delivery on an actual bus. Pizza Hut has over 65 sponsorship deals and over 100 broadcast media deals. Their top market for sponsorship and media deals is Dallas-Fort Worth, where Pizza Hut’s headquarters is located.
In Dec ’21, Burnley Football Club and Papa Johns announced a partnership. This deal includes a new mobile unit to serve Papa Johns pizza at home games. Papa Johns has more than 100 sponsorship deals with 44% of those deals including TV-Visible signage. Competing in the state of Texas with Pizza Hut, their top market is Houston.
Domino’s has over 30 sponsorships across the NCAA which accounts for nearly 45% of their overall deals. 54% of their sponsorships include Interior Signage, whether it is TV-Visible or other signage like Digital Ads on the Videoboard, Dasher Board or Ribbon Board signage.
Kellogg’s has over 80 sponsorship deals while a third of those deals come within the college space including schools as well as bowl games and tournaments. Frosted Flakes deals alone span across more than 15 NCAA properties. Most notably though, Kellogg’s utilizes the Cheez-It brand as the presenting sponsor of a college football bowl game during as well as the Hall of Fame Tip-Off at the beginning of the basketball season.
Across Major Pro Sports, Kellogg’s has a league deal with the MLS which spans across 16 of their 27 teams as seen in the SponsorUnited MLS 2021 Marketing & Partnerships Annual Report. Cheez-It and Pringles are the Official Snacks of the MLS and eMLS and their other brand Eggo, is the Official Waffle. The focus of their partnership with the MLS is to engage with their younger, multicultural audience.
Within all of their sponsorship deals, 64% of their deals include TV-Visible signage including courtside aprons, digital ads on the goal line and exit tunnel signage. TV-Visible signage and Property Entitlements are the largest assets secured in Kellogg’s sponsorship deals.
As Valentine’s Day approaches, we spotlight the leading candy brands in the sponsorship space.
The top 10 brands account for nearly 150 sponsorship deals across SponsorUnited’s platform. Don’t look at major pro sports though, only 15% of these deals are associated with the NFL, NBA, MLS, NHL and MLB.
The top 10 brands within this category are as follows:
- The Hershey Company
- Kit Kat
Snickers has over 35 sponsorship deals ranging from a league deal with the NFL to the WWE, NASCAR, the college space and more. Within the partnership for the NFL, Snickers also has rights to a deal with the Madden NFL Championship series where they sponsor the “Moment of the Year.” The market they target most for sponsorship or media deals is Houston as they have more than 5 deals.
In January 2022, Sweethearts candy collaborated with Froot Loops and Crocs to create co-branded children’s shoes. Products include a special edition cereal and Sweethearts inspired shoes and jibbitz.