Pizza Patrón has kicked off a co-branded promotion, "Ponte La Diez" or "Wear the 10," with Pepsi that is scheduled to run through the end of the year.

The "Ponte La Diez" promotion offers customers a super-value $10 combo which includes a large Choriquezo pizza, a two-liter bottle of Pepsi and a free Lionel Messi-branded t-shirt. The lobby of each store will feature a 5-foot-tall standee with Lionel Messi's image and other point-of-purchase displays. The campaign ends Dec. 31, or while supplies last.

"We are extremely excited to feature Messi in our stores, he is arguably the greatest soccer player in the world today," said Andrew Gamm, brand director for Pizza Patrón. "Not only does the promotion offer an extremely great value to our customers, but the Messi collector t-shirt has a really fun twist. When the wearer pulls the t-shirt up over their head, celebration style, it puts the image of Messi's face right on top of their face."

"Ponte La Diez" or "Wear the 10" is a first of its kind campaign for Pizza Patrón, and the chain's first to feature the soccer player. Messi is an Argentine soccer player who plays for La Liga club FC Barcelona and is the captain of the Argentina national team, playing mainly as a forward.

Expansion into New Mexico

Additionally, Pizza Patrón is expanding into the New Mexico market with six new units planned for Albuquerque and two planned for Las Cruces.

According to the New Mexico Business Weekly, the company signed an agreement with TWE Hospitality Group in Dallas for the expansion.

Read more about marketing and promotions or franchising and growth.

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