Major League Baseball Properties (MLBP) and Church & Dwight (NYSE:CHD) announced today a multi-year, multi-category sponsorship agreement making ARM & HAMMERTM and OxiCleanTM "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.
"This partnership allows us to combine the power of two great American icons to reach families in a new way," said Jim Craigie, chief executive officer of Church & Dwight. "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 & HAMMERTM and OxiCleanTM."
"The Church & Dwight family of brands are leaders in their respective industries and have a proven track record of being popular among the same families that fill our ballparks in record numbers each year," said Tim Brosnan, Executive Vice President, Business, Major League Baseball. "We are proud that they have chosen Major League Baseball for the most significant sports sponsorship in their company's long history."
Church & Dwight's relationship will extend to Major League Baseball's "Breaking Barriers" program to which they will make an annual donation of $150,000 from 2014 to 2016. The program recognizes students, in grades four through nine, who demonstrate incredible perseverance in facing barriers and challenges in their own lives through an essay contest developed and administered by MLB, Scholastic, Inc. and MLB Educational Programming Consultant and Jackie Robinson's daughter Sharon Robinson. Educating through the values exemplified by Hall of Famer Jackie Robinson, Breaking Barriers has reached more than 22 million children and 2.9 million educators in the United States, Canada and Puerto Rico.