|Rose is the newest equity partner in Giordano's pizza. (believethehypenba.com)|
Giordano's is one of the giants of the Chicago deep dish pizza industry and has just brought on one of the city's athletic giants as a partner.
ESPN's Darren Rovell announced Chicago Bulls point guard Derrick Rose will be named an equity partner in the Giordano's franchise today. Giordano's wants to expand outside the state of Illinois — with only three of its 43 restaurants currently residing outside the state — and Rose's partnership could make the task easier.
This isn't just an endorsement deal. Rose paid an undisclosed amount to be a partner in the company, and will receive a share of the profits.
Giordano's can't use any Bulls trademarks in advertising or promotion as the team already has a deal with DiGiorno. However, Rose will be pictured on takeout boxes and the restaurant will promote his personal favorite pizza.
Rose already has been a major endorser of Adidas, but has not yet reached the elite level of national endorsements and recognition. However, his career is still young and he already is a recognizable figure nationwide. Plus, Chicago loves its athletes, so helping take a local restaurant national will make him more loveable to his city than if he would have become a partner elsewhere.
While paying for a piece of the restaurant company is more risky than just doing an endorsement, the payoff will be big for Rose if Giordano's successfully expands throughout the country.
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