Domino’s UK drops ‘Talent’ sponsorship

Feb. 14, 2011

The reality television show that launched Susan Boyle’s career has lost one of its major sponsors. Domino’s Pizza U.K. pulled its name from Britain’s Got Talent, which is aired on channel ITV.

According to the Guardian, the deal was broken because the channel was looking for a higher renewal fee after Domino’s posted high year-end financial results.

The pizza company had a three-year sponsorship deal. The cost of that deal was not disclosed.

Domino’s Pizza U.K. and Ireland have gotten a boost from online and iPhone orders. The company’s 2010 sales were up almost 20 percent, and more than one-third of all orders are now placed via the company’s website and iPhone app.

Online and phone app orders jumped 63 percent in that timeframe. The iPhone app was launched in the U.K. in September and has accounted for more than 1 million pounds (about $1.5 million) of sales. A similar app launch is around the corner for the Android.

Topics: Business Strategy and Profitability , Domino's Pizza , Financial Management , Marketing / Branding / Promotion , Operations Management

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