Pigskin And Fries

Checkers Drive-In signed its first major National Football League sponsorship deal last week, completing a pass to the Tampa Bay Buccaneers.
Bob Purple, senior vice president of marketing for the Clearwater, Fla.-based fast-food restaurant, announced the five-year, multi-million dollar deal. While he did not provide specific figures, a source close to the Buccaneers pegged it at $2.7 million.
Advertising for the restaurant, which is handled by Miami’s Crispin Porter & Bogusky, will tag broadcast spots with short references to the affiliation but largely be limited to point-of-sale and in-stadium ads.
Checkers will execute in-restaurant promotions throughout the football season, beginning in August. On-location marketing will involve cups, bags, flags and a new combo meal.
“Our partnership with the Buccaneers is a corporate move to strengthen Checkers’ position in the Tampa marketplace and align ourself with a powerhouse,” said Checkers chief executive officer Jay Gillespie.
-T.W. Siebert