P&G Brand Always Announces NFL Sponsorship

Nearly half of all NFL fans are women – but historically, advertising and sponsorships have focused primarily on male fans. 

P&G is looking to change that.

The company is partnering with the NFL through its Always brand to promote its Always Discreet products, through an ad campaign starring the mothers of NFL players. The “Protect the Moment” campaign has been created to spotlight a hidden issue, P&G says – with 60% of women aged 45 and older experiencing bladder leaks. 

This, P&G suggests in its advertising campaign, can make it challenging for this demographic to stay present when watching games. 

“No woman should ever have to step back from the moments that matter most due to the fear of bladder leaks, whether it's cheering wildly on game day, celebrating a family milestone or simply enjoying everyday life,” says Melissa Suk, Vice President of Adult Incontinence North America at Procter & Gamble. 

“We're proud to partner with three incredible NFL moms, who know firsthand what it's like to experience the fear of bladder leaks, to show how feeling protected and confident in bladder leak protection lets women reclaim the joy and freedom of celebrating life's moments to the fullest.”

Marketing to female fans

As part of the campaign, Always Discreet has partnered with three mothers of NFL players: Elisha Jarrett, mother of Chicago Bears player Grady Jarrett, Katie DeJean, mother of Cooper DeJean of the Philadelphia Eagles and Angela Burns, whose son Brian Burns plays for the New York Giants. 

Always Discreet will be featured in national TV and digital advertising spots during select prime-time NFL games starting in preseason. 

The brand will also be popping up at select NFL games across the country, offering live game-day activations and tailgating experiences.

“Women make up nearly half of all NFL fans and are a vital part of the energy, passion and community that defines the game-day experience,” says Tracie Rodburg, Senior Vice President of Global Partnerships at the NFL. “We're thrilled that Always Discreet's campaign will help our female fans confidently show up to support their team.”

P&G’s increased sports investment

As part of efforts to build up new audiences and build brand loyalty, P&G as a whole has been increasing its sports partnerships. 

In April, the brand announced that it would be embarking on a multi-year, multi-brand partnership with the Women’s National Basketball Association (WNBA). 

The partnership, which expands upon the success of P&G brand Mielle’s partnership with the WNBA as its Official Textured Hair Care Partner, was designed to create a platform for P&G brands to engage with professional women’s basketball during a period of high growth for the sport – targeting athletes and fans alike. 

“The WNBA is experiencing incredible growth, and this partnership is a powerful opportunity for our brands to show up in ways that celebrate the game and reach the WNBA’s highly engaged, passionate, and diverse fanbase,” Mindy Sherwood, President of North America and Chief Sales Officer at Procter & Gamble says of the partnership. “There is a natural alignment between the elite performance of WNBA athletes, and the superior performance P&G brands deliver, and together, we can elevate both.”