Duracell inks multiyear partnership with NFL

BETHEL, Conn. — Duracell announced that it has established a multiyear sponsorship with the National Football League.

The sponsorship builds on an agreement that Procter & Gamble has had with the NFL since 2009. Beginning with the 2012 NFL season, Duracell is allowed to use official NFL marks, including Super Bowl XLVII, Pro Bowl, NFL Draft and NFL Playoffs.

Duracell also has furthered the sponsorship — which features the slogan, "Trusted Battery Power of the NFL" — by tapping San Francisco 49ers linebacker Patrick Willis to play a role in the brand's integrated marketing program, which includes retail, digital, creative, social and event-based initiatives.

"With this sponsorship, we're reaching millions of passionate and dedicated NFL fans that rely on battery power in their everyday lives," said Volker Kuhn, general manager for Duracell North America. "As an innovator in the category, we can provide peace of mind for consumers and the NFL. Starting this fall, whether it is in a living room or an NFL stadium on Sunday afternoons, Duracell will provide the trusted battery power needed to enjoy or play the game on and off the field."