SBD/April 26, 2012/Marketing and Sponsorship

Tide Planning August Roll-Out Of Packaging Heralding New NFL Sponsorship

Team sponsorships provide opportunity for Tide to use franchise logos on its packaging
Consumers in August “will begin to see specially marked packages of Tide bearing the NFL’s official heraldic logo” as part of the Procter & Gamble brand's new multiyear sponsorship with the league, according to Anthony Crupi of AD WEEK. The upcoming NFL season marks “the third in P&G’s five-year national sponsorship of the league,” and under terms of the deal signed in '09, P&G “was given the option to align one of its brands with all 32 teams.” Analysts estimate that P&G “pays north of $100 million for the privilege of aligning its brands with the NFL.” As part of Tide’s deal, the individual team sponsorships provide the opportunity for Tide “to use franchise logos and trademarks on its distinctive orange packaging.” Crupi noted if previous P&G efforts “are any indication, TV is likely to play an integral part of Tide’s media mix.” P&G North American Fabric Care Marketing Dir Sundar Raman said, “The NFL’s growing female fan base played a big role in developing the Tide sponsorship. It allows us to tap into America’s passion for the NFL and fan loyalty toward their home teams.” Crupi noted Tide enjoys “a home-field advantage of sorts, given its preeminence among NFL equipment managers.” Even before the deal was announced, Tide was “the preferred detergent in 29 of the 32 team locker rooms” (, 4/25).
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