Personal care and household products manufacturer Church & Dwight has reached a multi-year agreement to make its Arm & Hammer and OxiClean brands the official laundry, detergent and stain removers of Major League Baseball.
The sponsorship deal is the first of its kind for MLB and covers several categories, including fabric, pet and oral care.
Church & Dwight will benefit from use of MLB logos, official sponsorship status and relationships with MLB teams. The company’s team partners will include New York Yankees, Minnesota Twins and Cincinnati Reds.
Alongside engaging with fans on-site at MLB ballparks throughout the regular season and at the All-Star and World Series games, Church & Dwight’s activation will be supported by MLB-themed advertising campaigns, retail display opportunities and national consumer sweepstakes for chances to win MLB merchandise and game tickets.
Additionally, Church & Dwight will make an annual donation of $150,000 (€109,000) to MLB’s education initiative, Breaking Barriers, from 2014 to 2016.