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.
The 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. The program recognizes students who demonstrate incredible perseverance in facing barriers and challenges in their own lives through an essay contest developed and administered by MLB, Scholastic, Inc. and MLB educational programming consultant and Jackie Robinson’s daughter Sharon Robinson.
More info: www.MLB.com