SBD/September 20, 2011/Marketing and Sponsorship

All-Time Saves Leader Mariano Rivera Signs To Appear In Arrid Deodorant Spot

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Church & Dwight Co., Inc., maker of Arrid Extra Dry Anti-Perpsirant Deodorant, has partnered with Yankees P Mariano Rivera to launch the brand's new ad campaign. The commercial featuring Rivera will premiere tomorrow on YES Network during the Yankees' game against the Rays, and it will air more than 650 times from September through November. The ad will be seen nationally on networks including ESPN, TBS, TNT, Spike and FX. It will also air locally in N.Y. and Philadelphia during TBS' MLB postseason coverage (Church & Dwight Co.).

SOMETHING TO SAVE: Rivera yesterday became MLB's all-time leader in saves with 602, and MLB.com's Mark Newman reported the MLB.com Shop "launched an expanded area of commemorative items." In addition to T-shirts and hats, the official "602 collection also features the milestone listed in a 14x18 wall-hanging ... complete with game-used dirt and the official 602 emblem." There is also a signed Rivera baseball that includes the "inscription of '602 Saves' and 'September 19, 2011.'" A gold coin set is also available that features a "Highland Mint 24-karat item" that is "limited edition, with 602 minted." One coin features Rivera's "color image embedded in the center, and the other coin features the official 602 emblem" (MLB.com, 9/19).
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