SBD/Issue 245/Sponsorships, Advertising & Marketing

Febreze Aiming Its NFL Sponsorship At Female Football Fans

Febreze Has Been An Official Sponsor Of The
NFL Since '09 As Part Of Procter & Gamble Deal

Febreze is directing its NFL marketing "at women, and if there is one gender stereotype being debunked, it’s that women are not football fans,” according to Andrew Adam Newman of the N.Y. TIMES. Febreze, an NFL sponsor since '09 as part of a larger Procter & Gamble deal, has launched a new TV commercial featuring a woman "in a football jersey spraying her living room with Febreze." Nielsen estimated that female TV viewers constituted 33% of the average NFL game audience last season. Febreze Brand Manager Scott Beal said, “Our female target audience is watching the NFL and gathering her family and friends for that football-watching experience.” Beal added men were a “subtarget” for marketing of Febreze Sport, which was introduced last year and claims to “neutralize sweat odors” from shoes and sports equipment. He noted that the spray, "ads for which began appearing last year in Men's Health magazine, is being stocked in the lockers of NFL players, and last season it was often glimpsed in locker room interviews on ESPN.” Newman notes a customized Febreze bus will visit NFL stadiums throughout the season as part of the Febreze Game Day Freshness tour. Olivia Manning, mother of Colts QB Peyton Manning and Giants QB Eli Manning, is a "spokesperson for the tour, including the first stop in her hometown of New Orleans on Sept. 9" (N.Y. TIMES, 9/3).

BETTER INGREDIENTS: In Louisville, Jere Downs reports Papa John’s ads will run during NBC’s “Football Night In America,” as well as commercials featuring Papa John’s Founder John Schnatter alongside Cowboys Owner Jerry Jones and Redskins Owner Dan Snyder. The first ads will air Sept. 12 before the Cowboys-Redskins game and “customized pizza boxes” will be branded “Make Every Sunday Night a Papa John’s Night.” The company, an official sponsor of the NFL, also will sponsor ESPN’s “NFL Primetime” and “Fantasy Football Now” (Louisville COURIER-JOURNAL, 9/3).

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