Online Exclusive: Sports Marketing News

PRILOSEC SIGNS $10 MILLION NFL SPONSORSHIP DEAL

Becomes League's First OTC Drug Partnership

By Published on .

NEW YORK (AdAge.com) -- The National Football League today announced a deal with Procter & Gamble Co. that makes the Cincinnati-based company's Prilosec OTC heartburn medication a league sponsor.
Prilosec OTC becomes the first over-the-counter medication to serve as an NFL sponsor.

Terms were not announced, but executives close to the agreement said the two-year deal is worth about $10 million.

Use of shield and logos
Prilosec OTC becomes the first over-the-counter medication to serve as an NFL sponsor and will receive full rights to use the NFL shield and Super Bowl logos in marketing, advertising and promotional activities. Prilosec OTC will become an advertiser on NFL Network, the 24-hour, year-round TV channel owned and operated by the NFL.

The NFL and Prilosec OTC will also work together to develop a season-long consumer promotion that will launch in late summer, a campaign that is expected to feature longtime Green Bay Packers star Brett Favre.

Publicis Groupe's Publicis Worldwide, New York, is the agency handling the Prilosec OTC ad account.

Hope to expand P&G relationship
League executives said they hope the Prilosec deal will expand into other products from P&G, the world's biggest packaged goods company.

While Prilosec OTC is the NFL's first over-the-counter medication to serve as a league sponsor, it certainly isn't the first time the sports world has intersected with the pharmaceutical industry. Prescription medications such as Viagra have served as sponsors in Major League Baseball and Nascar, while the NFL itself signed a deal with Levitra -- a rival to Viagra in the erectile dysfuncation category -- in 2003.

In this article:
Most Popular