P&G Quietly Renews NFL Sponsorship For Another Five Years

Procter & Gamble quietly renewed its NFL sponsorship rights for an additional five years in a deal signed during Super Bowl week. The deal continues to include the grooming, fabric/air care and household goods categories, under which P&G has used NFL IP to market brands including Febreze, Secret, Vicks, Head & Shoulders, Gillette, Secret, Old Spice and Tide brands, the latter of which had one of the most critically acclaimed ads in Sunday’s broadcast of Super Bowl LII.

After a trying season in which the NFL was plagued with player protests during the national anthem, a second year of declining ratings and a very public spat with President Trump, the renewal from a company as conservative as P&G is a solid endorsement from corporate America for the NFL’s popularity -- and its ability to move products off retail shelves. P&G has been an NFL corporate sponsor since '09.