NFL Toiletries? P&G Signs Deal for $10M

By John Johnson,  Newser Staff
Posted Aug 4, 2009 8:48 PM CDT
Members of the Cowboys at training camp, along with a future Cowboy.   (AP Photo/Tony Gutierrez)
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(Newser) – Good news for football fans: Now you can smell like your favorite player. In an odd corporate pairing, Procter & Gamble has signed a deal with the NFL to slap the league's logo on its toiletries and call them an "Official Locker Room Product of the NFL," the Wall Street Journal reports. The deal—which covers products ranging from Old Spice deodorant to Head & Shoulders to Dawn dish soap—is worth a reported $10 million per year and comes as sports leagues are trying to make up for dwindling ad revenue.

"The days of the sporting leagues just looking to the beer and financial-services companies for sponsorship money is over," the president of a sports marketing firm tells the Journal. But he adds a note of caution: "If the leagues start to become too cluttered with lesser-known brands, blue-chip sponsors may feel that their deals will be devalued." The deal also covers Charmin toilet paper.