Roll Tide: Procter & Gamble Laundry Brand Takes On Full Load Of NFL Team Alliances

Special to NYSportsJournalism

April 25, 2012: Procter & Gamble this week took a significant step in its official alliance with the NFL by signing a deal that now makes its Tide brand a partner of all 32 league teams.

Tide becomes only the second brand behind Gatorade with rights to all 32 teams.
The move follows P&G's recent alliance with 28 U.S. Olympians and hopefuls for the 2012 Summer Games in London, which includes Tide, Gillette, Duracell, Head & Shoulders, Bounty and CoverGirl.

The expanded role follows P&G research that "more than 90% of [NFL] teams were already using the product, tackling the NFL’s stains with Tide’s Acti-Lift formula."

According to Ed Wagner (photo, left), the equipment manager of the Super Bowl XLVI champion New York Giants, the team uses Tide to wash 5,510 pounds of laundry every week, which is more than twice as much as the average U.S. household does in an entire year.

Even with that in mind, P&G said that marketing will target women, which "make up 44% of the NFL’s fan base, with 45 million women watching the sport weekly on TV.  And female buyers – who make 70% of all household purchase decisions – also account for nearly $150 million in NFL gear sales annually," per the company.

Sundar Raman (photo, right), Tide’s marketing director, said that the sponsorship will be fully integrated across all marketing channels. Tide products will prominently display the NFL shield this season, and that the brand will take advantage of NFL team partnerships in local marketing efforts. Tide's Olympic efforts include a rebranded package that features the Team USA emblem and an American flag design.

P&G has been an official NFL partner since 2009. Among other brands, Old Spice and Head & Shoulders have used current or former NFL players to advance the alliance among consumers and fans.

”We are pleased to welcome Tide to the NFL family and to expand our relationship with Procter & Gamble,” Keith Turner, NFL svp-media sales and sponsorship, said in a statement. “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.”

PHOTO: Gary He/Insider Images for Tide

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