NFL Teams With Procter & Gamble In a Play for New Kinds of Sponsors†

Wall Street Journal, August 5, 2009 — The National Football League has an official drink and an official wireless headset. Now, in a sign of how far sports leagues will go to find revenue in the recession, it has official toiletries.

The NFL, the biggest U.S. sports league by revenue, on Wednesday will announce a sponsorship deal with Procter & Gamble Co., maker of everyday household items such as soaps and shampoos. The multi-year pact, which P&G says is the costliest in its history, lets it slap a newly designed "Official Locker Room Product of the NFL" label on products including Old Spice deodorant and Head & Shoulders dandruff shampoo.