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September 27, 2013

P&G’s leading brands are taking to the gridiron this Fall in campaigns designed to leverage partnerships with the National Football League.

As part of Tide’s unique 32-team sponsorship deal, the brand has signed one player from each NFL team as a “Tide Color Captain.” Via Twitter, players will share real-time personal pictures capturing the moments of color celebration that truly motivate them. This can be at the game, on the drive to practice or at a local community event—anywhere where fans are proudly displaying team colors. Select NFL teams will pick an action image from the game that best captures pride in team colors and partner with Tide to post that image on the team’s Facebook page minutes after the victory.

“Throughout the NFL season, fans don their team colors and fill stadiums, parking lots, restaurants and homes to cheer on their favorite teams and players,” said Sundar Raman, marketing director, North America Fabric Care at Procter & Gamble. “This season Tide is recognizing that passion for their colors by rallying players to recognize these moments and celebrate them with their fans.”
During the 2013 NFL Draft, Tide also offered an endorsement deal to the first player drafted to each of the 32 NFL teams.

Other P&G brands with NFL tie-ups include Old Spice and Gillette. Old Spice, which  is the “Official Deodorant and Body Wash of the NFL,” is running the “Unnecessary Freshness” advertising campaign, which features Denver Broncos wide receiver Wes Welker and New England Patriots linebacker Jerod Mayo. Welker and Mayo will appear in a series of television, print and digital ads. Gillette is partnering with four NFL’s players—Green Bay Packers linebacker Clay Matthews, New York Giants wide receiver Victor Cruz, New England Patriots wide receiver Danny Amendola and Tampa Bay Buccaneers running back Doug Martin. The brand is running the “Precision Play of the Week” trivia game on Facebook, featuring John Brenkus, creator/host of “Sport Science.”

But NFL sponsorships aren’t just for the boys; CoverGirl is linking up with the league by offering female fans official NFL CoverGirl “fanicures.” Inspired by team logos and colors, the customized nail-art designs are created with CoverGirl Outlast Stay Brilliant Nail Gloss.

Women can access the team-inspired “fanicure” looks and inspiration at Now, women can let their fingers do the talking by creating their own “fanicures” with CoverGirl Outlast Stay Brilliant nail polish available online and at retailers nationwide.

“If you’ve ever tailgated or been to an NFL game, you understand the passion and emotion that goes into being a fan – it’s not just about the competition on the field on game day, but also the rivalries in the stands, at home, with friends or even around the office water cooler,” said Esi Eggleston Bracey, VP and general manager, CoverGirl Cosmetics. “As an iconic American brand, it made perfect sense for CoverGirl to team up with the NFL in support of America’s favorite pastime, empowering women with a fun, new way to showcase their spirit. Being a fan can be a beautiful thing!”

NFL fans also will have the opportunity to experience “fanicures” in action at select home games at NFL Style Lounges where complimentary manicures will be offered. In addition, branded mobile manicure stations will also be set up outside select stadiums.
There will also be a CoverGirl NFL nail board on Pinterest.

“This unique collaboration will bring new meaning to wearing your team’s colors,” said Rhiannon Madden, the NFL’s Director of Apparel. “We are thrilled to be teaming up with CoverGirl to celebrate our female fans with another innovative way to combine their passions for football and style.”

According to the NFL, a record 108.4 million fans tuned into “Kickoff Weekend” games (Sept. 5-9) on CBS, ESPN, FOX and NBC. The NFL claims it was most-viewed opening weekend ever and was the fourth consecutive “Kickoff Weekend” with a total reach exceeding 105 million viewers.