USA TODAY's Michael McCarthy reported the NFL and Procter & Gamble today will announce that Tide has "signed up to become the first official laundry detergent" of the league. Tide also is "signing team sponsorship deals with all" 32 clubs. Tide products will "start showing the NFL shield logo in August." P&G also is "planning an advertising and marketing campaign touting its NFL connection." Terms of the deal were not disclosed. Tide has been "stepping up its marketing activities in sports." The detergent brand "fired up a quick-turnaround TV commercial after millions of Fox Sports viewers saw safety workers using Tide to clean up the track after a fiery jet fuel explosion at the Daytona 500" (USATODAY.com, 4/24).
ON THE POINT: Pepsi Max has signed a marketing deal with Cavaliers G Kyrie Irving through the '12-13 NBA season. The soft drink plans to use Irving in branded videos, social media integration and retail activation. As part of the deal, Irving will take over the Pepsi Max Instagram account today, offering a behind-the-scenes look at the last home game of his rookie season. Irving also will host a live Q&A session on May 3 via the Pepsi Max Twitter account (Pepsi Max).
GETTING COMFORTABLE: The NHRA signed an agreement with Aaron's that allows the furniture retailer to begin activating at upcoming drag races. Aaron's will have a 60-foot by 80-foot display at five upcoming NHRA races, beginning with the O'Reilly Auto Parts NHRA Spring Nationals in Houston April 27-29. The display, which Aaron's has tested at prior events, will feature some of the furniture and electronics the store offers for sale and lease at its outlets. In addition to the display, Aaron's will advertise and have a sponsorable feature ("Aaron's Lucky Dog of the Race") in NHRA's broadcasts on ESPN2. Financial terms of the deal were not available (Tripp Mickle, SportsBusiness Journal).
A DOLLAR SAVED IS A DOLLAR EARNED: Tennessee-based Dollar General Corp. will sponsor IndyCar driver Josef Newgarden in the Indianapolis 500. Newgarden will drive for Sarah Fisher Hartman Racing. Dollar General sponsored the IndyCar team last season, but it "increased its NASCAR involvement this season, and it came at the expense of Fisher’s organization" (AP, 4/25).
