The last week of August saw US pizza brand Papa John’s unveil a new partnership with ParalympicsGB through a new digitally-led campaign called ‘We Are Limitless; focusing on the team as it prepares for the rescheduled Paralympics next summer in Tokyo.
The sponsorship, which will run until the end of 2021, will see the brand support the team through fundraising and marketing revolving around a trio of athlete ambassadors – David Weir, Alfie Hewett and Alice Tai – as they prepare for the 2020 (2021) Paralympics.
The campaign, which broke on 25 August aimed to raise awareness of the tie-up and of how each athlete endorser has overcome challenges and runs across both the brand and the property’s online channels.
We're incredibly proud to welcome @PapaJohnsUK to the ParalympicsGB Partner family. #WeAreLimitless
— ParalympicsGB (@ParalympicsGB) August 25, 2020
It acts as a rallying cry: encouraging Papa John’s employees and customers to collectively raise £250,000 for Paralympics GB.
Outcome:
As of 1 September, a week after the campaign launched, the initiative had raised £34,500.
Comment:
A former NFL sponsor with a US football partnership dating back a decade (see case study) and which ended in some controversy when it was replaced by the league by rival Pizza Hut (see case study).
Papa John’s has previous UK sports marketing heritage which includes its 2018 FIFA World Cup work with Sky Sports (see case study).
This latest joint brand/property initiative follows on from Paralympic GB’s 2016 ‘Supercharge’ fundraising campaign (see case study).
Links:
Papa John’s
https://www.papajohns.co.uk/ParalympicsGB
https://www.instagram.com/papajohnsuk/
https://www.facebook.com/papajohnsuk
https://twitter.com/papajohnsuk
https://www.youtube.com/user/PapaJohnsPizzaUK
Paralympics GB
https://www.youtube.com/user/ParalympicsGB
https://twitter.com/ParalympicsGB
https://www.pinterest.com/paralympicsgb/
https://www.instagram.com/paralympicsgb_official/
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