Let's Play Ball! Church & Dwight and MLB Announce Sponsorship Deal
By Jane Barasch on 03/28/2014
This week, Church & Dwight and Major League Baseball announced a multi-year, multi-category sponsorship agreement for Arm & Hammer and OxiClean to become “The Official Laundry Detergent and Stain Remover of MLB.”
This marks the largest sponsorship deal for Church & Dwight and the first-of-its kind for MLBP across several categories including fabric, pet and oral care. The multi-year sponsorship agreement includes use of MLB logos, official sponsorship status, and team relationships. Additionally, families will be directly engaged on-site at select MLB ballparks throughout the regular season and at signature MLB events including the All-Star Game and World Series. Church & Dwight’s team partners will include the New York Yankees, Minnesota Twins and Cincinnati Reds. As a sponsor, activation will be supported by MLB-themed national advertising campaigns, retail display opportunities and a national consumer sweepstakes for chances to win MLB merchandise, game tickets and a new car. Additionally, Church & Dwight will offer licensed products in the Oral Care category.
Jim Craigie, Church & Dwight’s CEO was quoted as stating: “This partnership allows us to combine the power of two great American icons to reach families in a new way. Whether young or old, player or spectator, baseball is a sport inextricably linked with having fun and getting dirty- and no brands can better solve for the getting dirty aspect than ARM & HAMMER and OxiClean.”
The partnership was a long time in coming, with the first conversations taking place in November 2012 between MLB, C&D, Maxus and Maxus ESP.
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