NFL Announces Duracell Sponsorship Deal

The National Football League (NFL) has agreed a multi-year sponsorship deal with Duracell, a Procter & Gamble (P&G) brand, becoming the “Trusted Battery Power of the NFL”.

“With this sponsorship, we’re reaching millions of passionate and dedicated NFL fans that rely on battery power in their everyday lives,” said Volker Kuhn, general manager for Duracell North America. “As an innovator in the category, we can provide peace of mind for consumers and the NFL. Starting this fall, whether it is in a living room or an NFL stadium on Sunday afternoons, Duracell will provide the trusted battery power needed to enjoy or play the game on and off the field.”

To further strengthen the relationship, Duracell has signed powerhouse San Francisco 49ers linebacker Patrick Willis. Willis will play a role in the integrated marketing program, from retail, digital and creative to social and event based initiatives.

“Patrick is an inspiring athlete and person and we are thrilled to be working with him to bring to life this partnership,” said Kuhn. “When we think about a player that embodies Duracell’s two greatest strengths — power and reliability — there is no one better suited than Patrick.”

Willis helped Duracell launch the NFL sponsorship by sharing his personal power with the city of San Francisco. Last week, San Franciscans were able to tweet using hashtag #PatrickPower to tell how they would enlist the Pro-Bowlers’ powerful arms and legs to help complete tasks or errands that require reliability and power. Willis and Duracell took to the streets to fulfill some of those wishes for help with seemingly mundane tasks, from hauling furniture to carrying groceries.

“I am thrilled to be able to work with a brand that prides itself on trust, reliability and power. These are traits that I take pride in and that I admire in a product,” said Willis. “I also appreciate that the brand can have a little fun with it. It was exciting to help out the people of San Francisco with their personal ‘power’ needs.”

P&G signed a corporate sponsorship agreement with the NFL in 2009 that provided several of its brands including Tide, Gillette, Head & Shoulders and Vicks the rights to participate in the sponsorship. Duracell is the latest P&G brand to announce an NFL sponsorship, and beginning with the 2012 NFL season allows Duracell use of official NFL marks, including Super Bowl XLVII, Pro Bowl, NFL Draft and NFL Playoffs.

“We are proud to bring Duracell into our portfolio of leading brands that are partnering with the NFL,” said David Palmer, Head of Global Sports Marketing at P&G. “This partnership further extends our reach and integration with the NFL fans and our consumers while driving scale marketing opportunities for P&G.”