Tide Newsroom

Tide® and the NFL Announce Multi-Year Sponsorship with the League and all 32 Teams

Locker room staple now officially “The Clean the NFL Trusts”


Wednesday, April 25, 2012 11:57 am EDT



Public Company Information:

"The NFL is the ultimate test for a laundry detergent and we’re proud that our brand is one the equipment managers trust to keep uniforms clean."

CINCINNATI--(BUSINESS WIRE)--Procter and Gamble’s Tide and the National Football League today announced a multi-year sponsorship beginning with the 2012 NFL season. A staple of NFL locker rooms for years, Tide is also now a sponsor of the League and all 32 NFL teams, affirming the brand as the “Official Laundry Detergent of the NFL.”

Tide’s NFL sponsorship is part of Procter and Gamble’s national sponsorship of the League. Products across Tide’s portfolio will be sporting specialty NFL packaging prior to the start of the NFL season as part of a fully-integrated program with support across all marketing channels. Additionally, the individual team sponsorships allow Tide the opportunity to utilize team marks and execute team-specific marketing programs.

"Tide’s NFL sponsorship allows us to tap into the huge passion America has for the NFL and the emotion that more than 180 million fans have for their favorite teams,” says Sundar Raman, North America Fabric Care Marketing Director at P&G. “The NFL is the ultimate test for a laundry detergent and we’re proud that our brand is one the equipment managers trust to keep uniforms clean.”

NFL teams clean more laundry in one week than the average US household does in two years. An average team can clean more than 5,500 pounds of laundry each week, compared to the average US household which does 41.5 pounds.

”We are pleased to welcome Tide to the NFL family and to expand our relationship with Procter & Gamble,” said Keith Turner, NFL Senior Vice President of Media Sales & Sponsorship. “Tide has been in NFL locker rooms for years and we look forward to having them as the newest ‘Official Locker Room Product of the NFL,’ to connect with the fans of all of our teams in new and innovative ways.”

P&G signed a corporate sponsorship agreement with the NFL in 2009 that provided several of its brands the rights to participate in the sponsorship. Tide is the latest P&G brand to announce an NFL sponsorship and the first to sign individual deals with all 32 NFL teams. “Having Tide join our family of brands working with the NFL further extends our reach and interaction with the fans”, said David Palmer, Head of Global Sports Marketing at P&G. “Our corporate sponsorship with the NFL was designed to allow us to grow our brand participation as strategies evolved.”

About Tide®

For over 60 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers' diverse laundry needs, Tide offers its cleaning in a variety of products including Tide Total Care, Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide with Bleach Alternative, Tide Stain Release, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers' on-the-go stain removal needs, Tide to Go helps remove fresh food and drink stains on the spot. Visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions and more. You can become a fan on Facebook at www.facebook.com/Tide.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50252716&lang=en


Jennifer Knoeppel, 732-245-5249
Sarah Pasquinucci, 513-983-2324

Multimedia Files:

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Today at the NFL Store in New York City, P&G's Tide brand and the NFL announced a multi-year sponsorship as part of the P&G national sponsorship of the League. Tide has also secured rights to all 32 individual teams. In this photo Sundar Raman, Marketing Director for North American Fabric Care and New York Giants equipment manager Ed Wagner, Jr., introduce Tide as one of the newest NFL sponsors. The sixteen bottles of Tide represent the amount of Tide detergent an NFL equipment manager uses within the course of a week. (Gary He/Insider Images for Tide)
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