Can Shaq rehab Papa John’s image as the preferred pizza of neo-Nazis?
Former basketball star Shaquille O'Neal, speaks during an interview on CNBC about joining the board of Papa John's International Inc., on the floor of the New York Stock Exchange in New York, U.S., March 22, 2019.
O’Neal will join the company’s board of directors and invest in nine Papa John’s restaurants in his hometown of Atlanta, in addition to his marketing agreement with the company. “[O’Neal] is well-liked, without controversy and known as an entrepreneur. His involvement may help them to feel okay about patronizing the brand, especially in Atlanta,” said Sonya Grier, an American University marketing professor who focuses on race. “His engagement may also help to create perceptions of the brand as community-focused and help to overcome the destroyed trust in the brand.
The company then moved quickly to condemn racism and all hate groups, tweeting an emoji of a raised middle finger to neo-Nazi ideas, and affirming its support for the NFL players’ protest. “There will likely be a segment of consumers who see it as a marketing ploy to increase the company’s brand favorability given their past misstep,” said Grier.
O’Neal told CNBC that he had initially approached the pizza chain about the three-year endorsement deal, which will net him $8.25 million in cash and stocks.
Canada Latest News, Canada Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Former NBA star Shaquille O'Neal joins Papa John's boardPizza chain Papa John's International Inc, trying to recover from a string ...
Read more »
NBA star Shaquille O'Neal joins Papa John's boardPizza chain Papa John's, trying to bounce back from a series of high-profil...
Read more »
Shaquille O'Neal will be the new face of Papa John's PizzaSlam dunk for Papa John's? Shaquille O'Neal is joining the Papa John's board of directors and has inked a deal to be the company's brand ambassador.
Read more »
Joe Scarborough would 'cheerfully champion” change in constitution allowing Obama to run for president againMSNBC host attacks current president as 'racial reprobate' who has inspired white supremacists and neo-Nazis.
Read more »
Shaq is joining Papa John's board of directorsPapa John's has found its next spokesman: Shaquille O'Neal. But the company hopes the NBA Hall-of-Famer can help beyond hawking pizza as he joins the board of directors
Read more »
Papa John’s Names Shaquille O’Neal to Its BoardPapa John’s said it named Shaquille O’Neal to its board of directors and said the NBA Hall of Famer will enter into a marketing agreement for the pizza brand.
Read more »
Shaq is investing in 9 Papa John's locations — here's where 7 other celebrities own fast food chainsShaquille O'Neal just invested in nine Papa John's pizza chain restaurants. Here are 7 other celebs and athletes who own fast food chains.
Read more »
Shaquille O'Neal joins Papa John's board as it works to repair its imageRetired NBA superstar Shaquille O'Neal is Papa John's newest board member after the company settled lawsuits with founder John Schnatter.
Read more »