P&G Kicks Off 2010 NFL Sponsorship

“Take it to the House” in football vernacular represents a long touchdown, but also signifies the goal of bringing P&G products into the homes of football fans and consumers across the country, the firm said.

Six P&G brands, including Febreze, Gillette, Head & Shoulders and Old Spice are featured as top brands in the program and will be promoted through an integrated marketing communications plan that includes consumer engagement elements, public relations activities, a social media presence, retail executions and a charity component in support of NFL PLAY 60, which encourages kids to get 60 minutes of exercise a day.

Seven other brands across a number of P&G categories will also have rights to retail initiatives, according to the company.

NFL legend Jerry Rice is serving as the national spokesperson for the program.

“Take it to the House” includes a Facebook page that will feature exclusive content and tips for fans ranging from in-home game day preparation to fantasy football tips from the P&G Blogger Fantasy League, which is comprised of twelve top sports bloggers playing on NFL.com’s new Fantasy Football platform.

At the heart of the program is a photo contest that lives on Facebook and includes prizes such as “Take it to the House” at-home meet-and-greets with retired NFL legends, annual supplies of select P&G products, a series of $10,000 donations to local health and wellness organizations on behalf of NFL PLAY 60 and a grand prize trip to the 2011 Pro Bowl in Hawaii. There is also a mobile texting program that will run through the season.