Little Caesars and the NFL announced a multi-year partnership Tuesday that names the pizzeria as the league’s official sponsor. The deal is one of Little Caesars’ most high-profile partnerships to date.
The NFL previously held pizza sponsorships with Papa John’s from 2010 to 2018 and Pizza Hut from February 2018 to 2022. Detroit-headquartered Little Caesars currently owns the arena naming rights for the Detroit Red Wings and Detroit Pistons in Midtown. The company is owned by the Ilitch family, which also owns the Red Wings and Detroit Tigers.
The deal gives Little Caesars a set of exclusive marketing rights designed to connect the brand to the NFL, and the two companies will unveil components such as “social media games, new products, new packaging and unique promotions” before the start of the 2022 season and throughout the sponsorship, according to a Tuesday press release.
[ Little Caesars’ Hot-N-Ready pizza now has more pepperoni and slightly higher costs ]
“We are thrilled to welcome Little Caesars to the NFL family,” said Renie Anderson, chief revenue officer and executive vice president of NFL partnerships. “With a focus on quality and convenience, Little Caesars provides unparalleled value for our fans, and we look forward to working together to positively impact communities across the United States.
Little Caesars was founded in 1959 by Mike and Marian Ilitch as a unique family restaurant in Garden City. The company has become the third largest pizza chain in the world, behind Domino’s Pizza and Pizza Hut.
Mike Ilitch bought the Red Wings in 1982 and bought the Tigers 10 years later. Construction of Little Caesars Arena began in 2015 and opened in September 2017.
The company was the title sponsor of the college football game played at Ford Field from 2009 to 2013.
Additionally, the partnership includes a charitable giving component from Little Caesars and the NFL. The deal will bring the Little Caesars Love Kitchen to major NFL event cities and provide “ongoing post-event community support” for the duration of the sponsorship, according to the press release. This includes the 2024 NFL Draft to be held in Detroit.
“This partnership aims to enhance game day enjoyment by bringing the quality and convenience that Little Caesars is known for to NFL fans across the country,” said Little Caesars President and CEO Dave Scrivano, “And because we’re the value leader in the pizza industry, hungry fans can enjoy weekly in-game meals at a very affordable price in an era of rising food prices.