Church & Dwight Co. Inc. (CHD) and Major League Baseball Properties (“MLBP”) announced the penning of a multi-category and multi-year sponsorship agreement yesterday.
As per the agreement, Church and Dwight’s brands, namely ARM & HAMMER and OxiClean will serve as "The Official Laundry Detergent and Stain Remover of MLB," making it CHD’s biggest sponsorship contract. Also, for MLBP, across various categories like pet, fabric and oral care, this deal is the first of its kind.
This collaboration is set to bring together two American icons and appeal to families in a different way.
This multi-year deal entails the use of MLB logos, team relations and official sponsorship status. Further, throughout the regular season, families will be directly associated on-site at MLB’s signature events like World Series and the All Star Game and also at select MLB ballparks.
The Minnesota Twins, New York Yankees and Cincinnati Reds will be team partners for Church and Dwight, whose activation will be backed by retail display opportunities, national advertising campaigns, all designed as per MLB themes. Apart from this, Church and Dwight will offer licensed Oral Care products.
Additionally, the company will extend the collaboration with MLB’s “Breaking Barriers” program. Under the program, the company will make a donation of $1,50,000 every year, from 2014-2016. Through an essay writing contest, Breaking Barriers will identify students belonging to standards 4 – 9 who display remarkable perseverance in battling hurdles in their lives. The program has already reached over 22 million children and 2.9 million tutors in the U.S., Puerto Rico and Canada.
According to the Executive Vice President, Business, Major League Baseball, Church & Dwight possesses strong brands which are leaders in their respective industries and enjoy popularity among the families filling the MLB ballparks every year. Currently, Church & Dwight, which competes with The Clorox Company (CLX), Colgate-Palmolive Co. (CL) and Procter & Gamble Company (PG), carries a Zacks Rank #3 (Hold).