Papa John’s purchases college bowl sponsorship
With a football stadium in Louisville already carrying its name, pizza giant Papa John’s delivered a new sponsorship twist yesterday with word that it had bought naming rights to a college football bowl game.
The result: the Papajohns.com Bowl, to be played Dec. 23 in Birmingham, Ala. Papa John’s signed a two-year deal with an option to renew. Spokesman Chris Sternberg said the agreement gives the company advertising space during the game’s telecast on cable network ESPN2, along with promotional options at halftime and other incentives. It owns naming rights for Papa John’s Cardinal Stadium, home of University of Louisville football.
Terms of the bowl sponsorship weren’t disclosed. But The Birmingham News, quoting an official from ESPN Regional Television, reported in July that the cost of the title sponsorship was being negotiated for $350,000 to $425,000.
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