Procter & Gamble has signed a deal with the NHL to become an official league sponsor in Canada for the '14-15 season. P&G Canada will promote its Oral Care line -- Crest, Oral-B, Scope and Fixodent -- throughout the season with a TV commercial, digital vignettes and on-site activation. P&G also has signed Rangers RW Martin St. Louis as a spokesperson for its new Crest Sensi-Relief product. St. Louis and his wife, Heather, will be featured in a print campaign launching this fall (NHL).
ROLL THE TAPE: In K.C., James Dornbrook reported Garmin has a new "multiyear deal" with the Chiefs that "allows the company to try out its newest technology and gain exposure at the same time." Garmin's new VIRB elite action camera was mounted on Chiefs QB Alex Smith's helmet during a practice and the team "used it to put together a 90-second collage of video" (
BIZJOURNALS.com, 9/9).
BEND IT LIKE...: David Beckham said that he "lent much more than his name" to a fashion collaboration with British brand Belstaff that includes "leather motorcycle jackets ($1,950), a pair of distressed jeans ($395) and a classic, white T-shirt ($95)." Beckham: "I have always been involved 110 percent. People know that it's what I would wear and that's why people have loved the collection the way they have." The AP's Nicole Evatt noted he "also partnered with Belstaff and photographer Peter Lindbergh on a limited-edition, coffee-table book" (
AP, 9/10).
