P&G tackles marketing, sponsorship deal with NFL

CINCINNATI Procter & Gamble has inked a multi-year marketing and sponsorship deal with the National Football League that will commence during the 2009 NFL season.

“Our sponsorship with the NFL underscores the toughness and dependability of our products. The NFL is the ultimate battleground and P&G products deliver, not just in NFL locker rooms, but in homes all across the United States,” stated Jason Dial, director of global sports marketing for P&G. “This alliance will also benefit our retail customers, by engaging an extremely loyal and fervent fan base with compelling programs that will drive our collective businesses.”

As part of the sponsorship, several of the P&G brands will carry the NFL’s “Official Locker Room Products of the NFL” designation in addition to exclusively in their respective product categories under the NFL Shield.

Brands that will be joining together in the inaugural season's integrated NFL marketing efforts include Gillette, Head & Shoulders, Old Spice and Febreze. Prilosec OTC will also continue its long-standing sponsorship with the NFL for the 2009 season.

During the season a variety of other P&G brands, including Oral B, Crest, Cascade, Charmin, Dawn, Gain and Tide, will have the right to activate NFL marks within key retail accounts. These brands may use the NFL logo in national and local in-store merchandising campaigns and retail circulars.

In addition to the exclusive retail marketing rights, P&G will also maintain the right to market its brands through NFL.com, NFL Network and at its jewel events — the Pro Bowl and Super Bowl.