Little Caesars pizza franchisees are hoping the inaugural Little Caesars Pizza Bowl will be a marketing boon, according to Crain's Detroit Business. The Dec. 26 event puts Ohio University up against Marshall University. Despite an unfavorable review of the matchup by Sports Illustrated, Little Caesars' executives hope publicity through the sports event's branding will make the deal worthwhile. So far, promotions have come in the form of in-store initiatives and broadcast commercials.
It cost the company $1 million to take over the event. Last year's Motor City Bowl, sponsored by General Motors Co., garnered middle-of-the-road ratings, at 2.5.