Duracell Signs Multiyear Deal With NFL, 49ers LB Patrick Willis

The NFL and Duracell yesterday announced a multiyear deal as well as a player relationship in which 49ers LB Patrick Willis is a spokesperson. Willis will play a role in the integrated marketing program, from retail, digital and creative to social and event based initiatives. Duracell is the latest Procter & Gamble brand to announce an NFL sponsorship, joining Tide, Gillette, Head & Shoulders and Vicks (P&G). The social media side of the campaign started last week, with a Twitter effort in S.F. where people could tweet using the hashtag #PatrickPower to tell how "they would [use] Willis to do tasks that require reliability and power" (MEDIAPOST.com, 6/12).