YouTube personality and pro boxer Jake Paul has announced a massive partnership with award-winning restaurant and sports bar chain Dog Haus, just less than a month before his highly anticipated match against Mike Tyson.
The new deal encompasses the brand's entire ecosystem, including culinary innovation, franchise ownership, in-store experience, marketing leadership, and the brand's overall strategic vision.
It will also see Paul and his advisor Nakisa Bardarian joining the Dog Haus Board of Directors.
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Dog Haus initially teased the partnership on the brand's Instagram page earlier this week with a boxing-inspired poster.
Paul eventually announced the partnership in an Instagram video yesterday, where he trains in a boxing ring while sharing the story of how he discovered Dog Haus.
According to the self-professed wiener lover, he initially discovered the restaurant six months ago, calling them the best hot dogs he's ever had in his life.
After reaching out to the owners, Paul became a franchisee, opening his first location in Dallas, Texas.
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In the near future, Paul plans to open three more locations across Texas, before expanding to Florida and his home of Puerto Rico, aiming for a total of 25 stores.
In a press release, the boxer said that he was "all in" on the brand and looked forward to taking it to a new level.
"I'm jumping in their corner and excited to introduce their food and experience to everyone across the country!" he concluded.
Dog Haus CEO Michael Montagano added that Paul's dynamic personality and game-changing talent are driving factors behind the partnership.
The brand deal leverages Paul's massive audience and his upcoming big match in a brilliant influencer marketing strategy.
Brands will find that more often than not, the timing of an endorsement matters just as much as the endorsers themselves.
Paul vs. Tyson
Unveiled just a few weeks before the controversial star's upcoming November 15 fight against Tyson, the move strategically brings in Paul at a pivotal moment in his career.
The Netflix broadcast, which will be streamed live from AT&T Stadium in Arlington, Texas, is a major event that has generated considerable hype since it was first announced.
The match also marks a pivotal moment for the heavyweight legend, who last entered the ring in 2020 for an exhibition match against Roy Jones Jr.
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Dog Haus also plans to surprise guests with a series of fun experiences, activations, menu collaborations, and special appearances from Paul himself.
As a highlight, the brand will celebrate Paul's wins at "Fight Night Haus Parties" to be held at all Dog Haus locations across the U.S.
Back in April, Jake's brother Logan Paul and business partner/fellow streamer KSI made a deal with the LA Dodgers, naming their brand PRIME as the team's official sports drink.
