So the NFL announced a sponsorship deal with Proctor & Gamble. The days of sporting leagues hooking up with beer and financial-services companies for sponsorship is over.. But does that mean they should turn to CPG firms? I thought it was an odd mix when you see an NFL football on a febreze ad. The clash of masculinity and femininity violates the tone of both brands. I think the brand collaboration works with certain "locker room" brands such as Old Spice or Gilette.
Given that mostly women purchase P&G's products, I don't think the dominant masculine football attendance will find the collaboration as attractive. Given 33% of regular season attendees are women, P&G will benefit from a small portion of the NFL's target. Sure some people think this will be a smart move, but I don't think this will be an iconic collaboration. We'll see if people are buying the NFL branded febrezes.
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