NFL Sponsor Activation Reaches New Heights with P&G, AmEx, and Kraft Heinz
The NFL season is approaching, and with it comes the activation of various sponsors. One notable example is Procter & Gamble (P&G), which has seen significant growth in its licensing deals across multiple brands. This year, 12 P&G brands are supporting the NFL, including Old Spice, Crest, Gillette, Oral B, Head & Shoulders, and others.
New activations include Crest-branded toothpaste and mouthwash with NFL logos, as well as expanded licensed razor collections from Gillette. The brand is also leveraging social content featuring athletes like Drake Maye and Aidan Hutchinson. Other P&G brands supporting the NFL this season include Bounty, Downy, Tide, Mielle, Always Discreet, Zevo, and Simple.
First-year sponsors American Express (AmEx) and Kraft Heinz are also making waves in the league's sponsorship landscape. AmEx is complementing its league rights with new sponsorships at MetLife Stadium, Hard Rock Stadium, and Mercedes-Benz Stadium, as well as presenting sponsorships of NFL Shop retail locations and Thanksgiving games.
Kraft Heinz's entry into the condiment category with 11 brands under its umbrella, including A1, Heinz, Kraft Mac & Cheese, and Philadelphia Cream Cheese, is expected to be a significant player in the market. Fellow newcomer Pernod Ricard is leading with Jameson Irish Whiskey brand activations.
According to Doug Hall, head of consulting at MKTG, 'The NFL stuff has just been driving sales, so it's expanding and expect that to continue.'