Procter & Gamble, NFL sponsorship deal puts Old Spice, Gillette, others in locker rooms

P&G, NFL agree on sponsorship deal

CINCINNATI — The Procter & Gamble Co. and National Football League are teaming up in a major new sponsorship deal.

The big consumer products company says four of its brands, including Old Spice deodorant and Gillette shavers, will become “official products” of NFL locker rooms, and eight others can carry the NFL logo in retail marketing.

The deal also gives P&G marketing rights for the Super Bowl, NFL.com online and the NFL Network on television.

Details of the deal weren’t available in advance of an announcement set for later Wednesday.

P&G’s heartburn medicine Prilosec OTC continues as a multiyear NFL sponsor.

Sports sponsorships have been increasing at P&G since it acquired longtime Major League Baseball sponsor Gillette in 2005.