P&G Extends NFL Sponsorship To Detergent

Fun PR stat alert. The average NFL team cleans more than 5,500 pounds of laundry each week! So it comes as no surprise that Cincinnati-based Procter and Gamble has elected to extend its wide-ranging sponsorship of the NFL to make Tide the league's "Official Laundry Detergent." The multi-year sponsorship, beginning with the 2012 NFL season, will also see Tide be the first P&G brand to become an official partner of all 32 NFL teams.

Tide's NFL sponsorship is part of Procter and Gamble's national sponsorship of the League, signed in 2009. Products across Tide's portfolio will be sporting specialty NFL packaging prior to the start of the NFL season as part of a fully-integrated program with support across all marketing channels. Additionally, the individual team sponsorships allow Tide the opportunity to utilize team marks and execute team-specific marketing programs.

"Tide's NFL sponsorship allows us to tap into the huge passion America has for the NFL and the emotion that more than 180 million fans have for their favorite teams," says Sundar Raman, North America Fabric Care Marketing Director at P&G. "The NFL is the ultimate test for a laundry detergent and we're proud that our brand is one the equipment managers trust to keep uniforms clean."

P&G officials say that NFL teams clean more laundry in one week than the average US household does in two years.

"We are pleased to welcome Tide to the NFL family and to expand our relationship with Procter & Gamble," said Keith Turner, NFL Senior Vice President of Media Sales & Sponsorship. "Tide has been in NFL locker rooms for years and we look forward to having them as the newest 'Official Locker Room Product of the NFL,' to connect with the fans of all of our teams in new and innovative ways."

Tide is the latest P&G brand to participate in the consumer products company's league-wide corporate sponsorship that provides several of its brands with the ability to activate the deal.

"Having Tide join our family of brands working with the NFL further extends our reach and interaction with the fans", said David Palmer, Head of Global Sports Marketing at P&G. "Our corporate sponsorship with the NFL was designed to allow us to grow our brand participation as strategies evolved."

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