P&G tackles sponsorship with NFL

CINCINNATI: Procter & Gamble, which announced a multi-year, marketing and sponsorship alliance with the National Football League on August 5, is in the planning stages of a communications strategy that will leverage the reputation of the NFL for its products.

CINCINNATI: Procter & Gamble, which announced a multi-year, marketing and sponsorship alliance with the National Football League on August 5, is in the planning stages of a communications strategy that will leverage the NFL's reputation for its products.

"PR is going to play a really big role in this because the NFL is such a powerful credential, so there is just so much to leverage: the players, the teams, the passion that consumers feel from the NFL," Anne Westbrook, external relations for P&G, told PRWeek. "P&G products are tough, which is why it makes sense for us to partner with NFL."

P&G is working with Taylor PR and will also partner with several other agencies for individual brand PR. While the campaign is still in the works, Westbrook said PR tactics will include traditional media relations, events, and social media outreach. The goals are to build brand awareness and brand equity among NFL's target audience, focusing on both men and women, she said.

Different tiers of sponsorship activations will work for different products. For example, one tier will be a logo saying "Official Locker Room Product of the NFL" for products such as Old Spice, Head & Shoulders, and Gillette.

"You can expect some events coming up this fall as the season commences, and we do have a nicely integrated PR program both from a brand level as well as a scale level," she added. "The PR strategy is really all about first building awareness of the partnership and why it makes sense, and then it's going to drill down to the individual brands."

Media reports value the partnership at more than $10 million annually, though Westbrook would not confirm or deny that figure.

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