Procter & Gamble Close To Signing Sponsorship Deal With NFL

Procter & Gamble (P&G) is "close to a large five-year sponsorship deal with the NFL that would align its swath of health, beauty and household products brands with league marks," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Sources said that the NFL has been "pursuing the packaged goods deal for some time." The two sides "have agreed on most of the deal language and are hoping to finalize it in time for an announcement" during the week of Super Bowl XLIII. Industry sources indicated that the deal is a "three-tiered arrangement, with some brands getting national play and some even able to market with individual team marks, a right not usually sold by the NFL anymore." While sources "cautioned that some brands might be added or subtracted before the deal is finalized, as currently structured, [P&G's] national brands are Old Spice, ... Crest and Oral B, which could result in the first 'official electric toothbrush' of the NFL." Bears LB Brian Urlacher currently endorses Old Spice. Also in the "national mix is Febreze, marketed as an odor eliminator and air freshener, and incumbent brand Prilosec." Brands such as Mr. Clean, Tide and Swiffer are included regionally. Gillette is "expected to use NFL rights to launch a licensed razor program similar to what it has done with collegiate rights" (SPORTSBUSINESS JOURNAL, 1/19 issue).