Domino’s Pizza a good fit for the Football League
Marketing this week revealed that Domino’s Pizza is to rival B&Q in the running to sponsor the Football League, replacing Npower.
Domino’s would seem a good fit with the Football League, as the pizza delivery brand has been inching its way into aligning itself with the beautiful game of late: Domino’s recently launched a football app called Domigoals and a new football sitcom was launched via Domino’s Pizza UK Facebook page.
The Domino’s Football League sounds kind of right, too, and the geographical spread of the Football League- its clubs cover all the compass points of the UK- would surely elevate the pizza brand’s national standing.
Like all fast-food brands associating themselves with sport, it is likely Domino’s will tag on a major CSR initative to the sponsorship, a la McDonalds does with its grassroots football initiative.
One crucial factor for potential sponsors to remember about the Football League is the BBC no longer covers Championship matches live!
As Rupert Pratt, managing director of Generate explains, both Domino’s Pizza, B&Q and Virgin Money (another brand which has been linked to the sponsorship) represent a good fit for the Football League.
Pratt said: “A sponsorship by B&Q makes good sense, the Football League has very good regional reach, so it would sit well with a regional initiative. Virgin Money are a sponsor of the London marathon so probably focused on mass participation events although it could sit as a dual strategy, especially given the potential fan base data the Football League is sitting on, same for Dominos who are rumoured to be a target. Monetizing their Football League regional fan base and date is key not media exposure in this opportunity.”