MLB Inks New Official Laundry Detergent Partner

Major League Baseball Properties (MLBP) and Church & Dwight announced today a multi-year sponsorship agreement making ARM & HAMMER and OxiClean the Official Laundry Detergent and Stain Remover of MLB.

This marks the largest sponsorship deal for Church & Dwight and the first-of-its kind for MLBP across several categories including fabric, pet and oral care.

The multi-year sponsorship agreement includes use of MLB logos, official sponsorship status, and team relationships. Additionally, families will be directly engaged on-site at select MLB ballparks throughout the regular season and at signature MLB events including the All-Star Game and World Series.

Church & Dwight’s team partners will include the New York Yankees, Minnesota Twins and Cincinnati Reds. As a sponsor, activation will be supported by MLB-themed national advertising campaigns, retail display opportunities and a national consumer sweepstakes for chances to win MLB merchandise, game tickets and a new car. Additionally, Church & Dwight will offer licensed products in the Oral Care category.

“This partnership allows us to combine the power of two great American icons to reach families in a new way,” said Jim Craigie, chief executive officer of Church & Dwight. “Whether young or old, player or spectator, baseball is a sport inextricably linked with having fun and getting dirty- and no brands can better solve for the getting dirty aspect than ARM & HAMMER™ and OxiClean™.”

“The Church & Dwight family of brands are leaders in their respective industries and have a proven track record of being popular among the same families that fill our ballparks in record numbers each year,” said Tim Brosnan, Executive Vice President, Business, Major League Baseball. “We are proud that they have chosen Major League Baseball for the most significant sports sponsorship in their company’s long history.”

Church & Dwight’s relationship will extend to Major League Baseball’s “Breaking Barriers” program to which they will make an annual donation of $150,000 from 2014 to 2016.

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