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.
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