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Tuesday, September 18, 2012
N.Y. Giants Tide commercial stands out

By Darren Rovell

One of the best NFL ads of the season so far has to be the Tide commercial with New York Giants equipment manager Ed Wagner Jr.

If you haven't seen it, check it out.



In 2009, Procter & Gamble signed a corporate sponsorship agreement with the NFL that allowed it to connect its brands with the league. Tide comes in this year and is the first of the P&G brands to sign individual sponsorship deals will all 32 teams.

Chris Lillich, P&G's associate marketing director of North America Laundry, says the partnership made sense since many of the teams' equipment managers were already using Tide, which is the market leader in the category.

Lillich said that each player typically gets two home and two away jerseys for the season and one pair each of home and away pants -- so laundry clearly has to be done.