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Is Church & Dwight's Deal a Home Run?

March 27, 2014

Signs multi-year accord with Major League Baseball.

Major League Baseball Properties (MLBP) and Church & Dwight(have signed a multi-year, multi-category sponsorship agreement making Arm & Hammer and OxiClean the “Official Laundry Detergent and Stain Remover of MLB". This marks the largest sponsorship deal for Church & Dwight and the first-of-its kind for MLBP across several categories including fabric, pet and oral care. 

he multi-year sponsorship agreement includes use of MLB logos, official sponsorship status, and team relationships. Additionally, families will be directly engaged on-site at select MLB ballparks throughout the regular season and at signature MLB events including the All-Star Game and World Series.

Church & Dwight's team partners will include the New York Yankees, Minnesota Twins and Cincinnati Reds. As a sponsor, activation will be supported by MLB-themed national advertising campaigns, retail display opportunities and a national consumer sweepstakes for chances to win MLB merchandise, game tickets and a new car.

Additionally, Church & Dwight will offer licensed products in the oral care category.

Church & Dwight's relationship will extend to Major League Baseball's "Breaking Barriers" program to which the firm will make an annual donation of $150,000 from 2014 to 2016.

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