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Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Top Selling MLS Player Jerseys
1. Miguel Almirón Atlanta United
2. Bastian Schweinsteiger Chicago Fire
3. Josef Martínez Atlanta United
4. Jordan Morris Seattle Sounders
5. David Villa NYCFC
6. Clint Dempsey Seattle Sounders
7. Sebastian Giovinco Toronto FC
8. Kaká Orlando City FC
9. Andrea Pirlo NYCFC
10. Nicolás Lodeiro Seattle Sounders
SOURCE MLS STORE

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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Main
Friday
Apr272012

Roll Tide: Procter & Gamble Laundry Brand Takes On Full Load Of NFL Team Alliances

Special to NYSportsJournalism

April 25, 2012: Procter & Gamble this week took a significant step in its official alliance with the NFL by signing a deal that now makes its Tide brand a partner of all 32 league teams.

Tide becomes only the second brand behind Gatorade with rights to all 32 teams.
 
The move follows P&G's recent alliance with 28 U.S. Olympians and hopefuls for the 2012 Summer Games in London, which includes Tide, Gillette, Duracell, Head & Shoulders, Bounty and CoverGirl.

The expanded role follows P&G research that "more than 90% of [NFL] teams were already using the product, tackling the NFL’s stains with Tide’s Acti-Lift formula."

According to Ed Wagner (photo, left), the equipment manager of the Super Bowl XLVI champion New York Giants, the team uses Tide to wash 5,510 pounds of laundry every week, which is more than twice as much as the average U.S. household does in an entire year.

Even with that in mind, P&G said that marketing will target women, which "make up 44% of the NFL’s fan base, with 45 million women watching the sport weekly on TV.  And female buyers – who make 70% of all household purchase decisions – also account for nearly $150 million in NFL gear sales annually," per the company.

Sundar Raman (photo, right), Tide’s marketing director, said that the sponsorship will be fully integrated across all marketing channels. Tide products will prominently display the NFL shield this season, and that the brand will take advantage of NFL team partnerships in local marketing efforts. Tide's Olympic efforts include a rebranded package that features the Team USA emblem and an American flag design.

P&G has been an official NFL partner since 2009. Among other brands, Old Spice and Head & Shoulders have used current or former NFL players to advance the alliance among consumers and fans.

”We are pleased to welcome Tide to the NFL family and to expand our relationship with Procter & Gamble,” Keith Turner, NFL svp-media sales and sponsorship, said in a statement. “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.”

PHOTO: Gary He/Insider Images for Tide

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