LOUISVILLE, Ky. (AP) -- Papa John's International Inc. has scored bragging rights as the official pizza sponsor of next month's Super Bowl -- a day when Americans will wolf down millions of slices.
Papa John's spokesman Chris Sternberg declined to disclose how much dough the world's third-largest pizza company paid the NFL for its official pizza sponsorship with the league and the Super Bowl on Feb. 7. It's the chain's first national effort tied to the Super Bowl.
"It's probably one of the largest, if not the largest, marketing sponsorship we've done in the history of our company," Sternberg said Tuesday.
The Louisville-based chain, which has more than 3,400 restaurants in 30 countries, also will get to pitch its pizzas during the Super Bowl as part of the deal, he said.
He said that Papa John's expects to sell more than 750,000 pizzas on Super Bowl Sunday at its 2,700 domestic restaurants.
"In the pizza business, it offers the ultimate single-day business opportunity," Sternberg said.
TNS Media Intelligence said Monday that a 30-second commercial during the Super Bowl on CBS is selling for between $2.5 million and $2.8 million, based on reports from advertisers and media buyers, though CBS said some ads have sold for more than $3 million.
For the highly competitive pizza industry, Super Bowl Sunday ranks as one of the busiest sales days of the year -- along with Halloween, Thanksgiving Eve, New Year's Eve and New Year's Day, said Jeremy White, editor-in-chief at trade publication Pizza Today.
The typical pizza operation will do roughly 35 percent more in revenue on Super Bowl Sunday as compared to an average Sunday, he said.
Papa John's rival Pizza Hut will advertising during the pregame Super Bowl telecast, including an ad just before kickoff, said Pizza Hut spokesman Chris Fuller. The ads will be among the first to be created by Pizza Hut's new advertising agency -- The Martin Agency, he said.
"You'll begin to see a new look and feel in our advertising," Fuller said.
Pizza Hut, a subsidiary of Louisville-based Yum Brands Inc., won't project sales for Super Bowl Sunday, but Fuller said it's traditionally the chain's busiest day of the year.
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