Subway rewards fans of several NFL teams

From Redskins.com and from BuffaloBills.com

Review by Ali Noel in KIN 332 (section 2)

The article(s) I selected to do for my first article review dealt with Subway Restaurants partnering with two NFL teams; the Buffalo Bills and Washington Redskins. As I was working the other night (at Subway on Port Republic), multiple people brought in coupons regarding the promotion. The deal is “When the Redskins score 20 or more points at any home game, fans can go to the Redskins website and print out a coupon good for a FREE regular 6” sub with purchase of 30-ounce drink and chips on the day after that home game.” This is a really good promotional tool for both Subway and the Redskins. In order to print the coupon, users must first visit the Skins team’s web page. By visiting the Redskins site, this creates the potential for fans to come back and view the website for information regarding the team. The only stipulation to this deal is that you must print off the coupon and bring it to a local Subway restaurant in the greater DC Virginia area the day after the game. This article also mentioned Robert Griffin III’s (Redskins starting quarterback) relationship and sponsorship deal with Subway Restaurants since he is a major marketing tool. RG3 is the most marketable player in the National Football League. He is constantly in the public eye because of his marketability and endorsement deals with multiple companies. Therefore, it was a good idea, from a marketer’s standpoint, to mention Griffin in this article.

The Bills article was very similar to the Redskins and Subway partnership deal article. This article did mention how Subway will benefit from this deal by getting airtime on the Bills All-Access Television show, preseason television ads, print collateral and Bills website advertising. The deal was similar to that of the Redskins, although if the Bills do not score 20 points, Subway Restaurants in the New York area will be giving away one free cookie to fans that bring in the coupons. Bruce Popko, Buffalo Bills senior vice president of business development says that the partnership is beneficial to both Subway and the Bills because fans get a valuable way to engage with Subway Restaurants.

As you can see from both of these articles, the target market for both teams is to contact fans so they can earn the promotional deal with Subway Restaurants. This promotion essentially is everything that sports marketing wishes to achieve. By activating this partnership, both Subway and the two NFL teams are attracting a broader spectrum and group of fans and promoting their product to fans in order to achieve marketing objectives. Subway most likely did extensive market research to find that many football viewers enjoy Subway food and see the commercials that are running during the games. Therefore, they have incentive to print off the coupon, purchase a drink and chips in order to get a free sub. Subway is a great sponsor for any sports team based on the fact they produce healthy meals for athletes and people who live an active lifestyle.