New Haven’s legendary pizza institution just pulled off a shocking partnership.
The pizza business is about to collide with the high-octane world of motorsports.
And Sally’s Apizza made one bold racing decision that has competitors stunned.
Sally’s Apizza enters the fast lane with Ferrari partnership
Sally’s Apizza has been a New Haven institution since 1938, when Salvatore “Sally” Consiglio first fired up his coal ovens on Wooster Street.
The iconic pizza joint with its signature charred crust and legendary tomato sauce has built a cult-like following for its authentic New Haven-style “apizza” over nearly nine decades.
Now, Sally’s is shifting gears in a way nobody saw coming.
The historic pizza brand announced today it’s becoming the exclusive food sponsor for the Ferrari Challenge GT racing series, partnering with Ferrari of Miami race driver Dylan Medler.
This marks the first time the Connecticut pizza legend has ventured into professional sports sponsorship.
David Morgan, speaking on behalf of Sally’s Apizza, explained the unexpected partnership.
“Ferrari and Sally’s Apizza both exist for the same reason, to bring passion and excitement into people’s lives,” Morgan said. “Ferrari achieves this by building the most compelling sports cars in the industry. We do it by creating the most exciting pizza restaurants in the world.”
Sally’s expands its empire to the Sunshine State
The racing sponsorship isn’t just about getting the Sally’s logo on a Ferrari.Â
The move signals something much bigger – Sally’s aggressive expansion plans for the Florida market.
“Sally’s is coming to Florida in a big way, starting with Miami,” Morgan revealed. “We’re going to be developing multiple locations in Miami-Dade county over the coming years.”
The company is partnering specifically with The Collection and Ferrari of Miami, which Morgan praised for their “impressive dedication to this important racing series, with incredible attention to detail.”
This partnership puts Sally’s, once a single-location New Haven pizzeria, in the fast lane of national expansion and brand recognition.
Sally’s teams up with Ferrari champion driver
Sally’s isn’t just slapping its logo on any racing vehicle.Â
The pizza brand is associating itself with Dylan Medler, the 2024 Ferrari GT North American Champion.
“We’re honored to be working with 2024 Ferrari GT North American Champion racing driver Dylan Medler,” Morgan said. “Dylan is a rising star in the racing world. His dedication to the craft of racing is an inspiration to Ferrari fans everywhere.”
Morgan added that Medler will be “testing for a globally renowned racing series later this summer” and competing “on the legendary circuits of Europe and North America.”
The partnership gives Sally’s instant credibility in the racing world by associating with a championship-caliber driver.
Sally’s embraces Ferrari’s philosophy
Morgan drew connections between Sally’s Apizza and Ferrari’s approach to business, citing legendary former Ferrari CEO Luca di Montezemolo’s philosophy.
“Luca di Montezemolo, the legendary former Ferrari CEO, often said that great companies are built on three things: Quality, Passion, and Innovation,” Morgan explained. “These principles have guided us in transforming a revered historic icon into a leading culinary brand.”
The pizza company appears to be taking cues from Ferrari’s global brand strategy, leveraging heritage and quality to expand beyond its origins while maintaining the mystique that made it famous.
From local legend to racing circuit contender
Sally’s Apizza has come a long way from its humble beginnings.Â
Founded by Salvatore “Sally” Consiglio in 1938, the pizzeria built its reputation on coal-fired pizza featuring a perfectly chewy, crispy crust with the distinctive char that New Haven pizza is known for.
For decades, locals and visitors lined up outside the original Wooster Street location, waiting hours for a taste of Sally’s famous pies.
Now, with multiple locations already opened across the Northeast and this bold move into sports sponsorship, Sally’s is accelerating its transition from local legend to national brand.
Morgan made it clear that the motorsport sponsorship reflects the company’s ambitious vision: “Our support of Ferrari’s single-marque racing series, which is the most significant of its kind in motorsport, is an indication to everyone of what Sally’s will be bringing to Florida and the entire East Coast; pizza restaurants so exciting that they become leading destinations for everyone in the area.”
The pizza wars just shifted into high gear.
