SBJ/20090817/This Week's News

Dial will depart P&G but wants to stay in sports

Jason Dial, Procter & Gamble’s director of global sports marketing, is leaving the consumer-goods corporation after 18 years in hopes of joining a sports property or agency.

“After 18 years with P&G, I’m excited to take on new challenges,” said Dial, who hasn’t decided what his next job will be. “What happened for me is that I’ve really come to appreciate connecting consumers to brands through sports, and I have a desire to do that on a more regular basis.”

In two years as P&G’s global sports marketer, Dial was challenged to expand its sports marketing efforts. His achievements included a partnership with USA Gymnastics in which three female brands — Cover Girl, Gillette Venus and Secret — were able to align with the national governing body ahead of the Beijing Olympics.


He also was at the heart of the recently announced P&G deal with the NFL that will allow the company to put an “Official Locker Room Product of the NFL” label on a variety of products, including Old Spice deodorant and Febreze. P&G described the deal as the costliest in its history. A similar, multibrand deal with the U.S. Olympic Committee is pending.

Dial developed a reputation for building a strong relationship with properties.

USA Gymnastics President Steve Penny said, “He demonstrates great ability to bridge the corporate culture and sports culture by building relationships, a fundamental component of success in this business.”

Mark Waller, the NFL’s senior vice president of sales and marketing, added, “Jason leads with a clear focus on driving alignment across multiple stakeholders, and creates strong working partnerships both internally and externally.”

A P&G spokesman said that Dial will be missed and that his replacement will be announced at a later date.

Dial, 40, had 12 assignments during his 18 years with P&G, including running the corporation’s Target marketing team. But he said he really enjoyed working with sports and would like to continue to work in the sports industry in the future. His last day at P&G is Aug. 31.

“The skills I’ve developed are extremely transferable, and I’m excited to leverage that in the future,” Dial said. “This has been an incredible 18-year run and I want to be sure that the next step is the right one.”

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