After signing on for the first time last year as a sponsor of the Women’s National Basketball Association (WNBA), Procter & Gamble has added Crest and Bounce to its ongoing deal. The sponsorship now encompasses nine P&G brands and covers all WNBA teams.
The deal gives WNBA visibility in-store via P&G packaging and P-O-P materials. It lets P&G promote in arenas, and puts P&G brand ads and in-game promotions on national telecasts via ABC, ESPN2, Oxygen and NBA TV (where P&G is presenting sponsor of NBA TV: Mind, Body and Spirit with Summer Sanders, a fitness show highlighting players’ training regimens). Brands are also promoted via WNBA.com.
Both partners said their 2003 success in reaching women led to the expansion. “The success of this partnership caused us to look for ways to expand our relationship with the WNBA,” said Julie Eddleman, P&G, North America Media & Marketing, in a statement.
WNBA games drew 2 million spectators last year. Other participating brands are Cascade, Cheer, Head & Shoulders, Herbal Essence, Joy, Secret and Swiffer.