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P&G’s Tide is ‘Drafted’ by NFL



Published June 4, 2012
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Sundar Raman, marketing director for North American fabric care, and New York Giants equipment manager Ed Wagner, Jr., introduce Tide as one of the newest NFL sponsors.
• Procter & Gamble’s Tide and the National Football League (NFL) have forged a multi-year sponsorship beginning with the 2012 NFL season. Tide is also now a sponsor of the league and all 32 NFL teams, affirming the brand as the “Official Laundry Detergent of the NFL.”

Tide’s NFL sponsorship is part of Procter & Gamble’s national sponsorship of the league. 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,” said 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.”

”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 and 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.”

P&G signed a corporate sponsorship agreement with the NFL in 2009 that provided several of its brands the rights to participate in the sponsorship.

Tide is the latest P&G brand to announce an NFL sponsorship and the first to sign individual deals with all 32 NFL teams.

“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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