Procter & Gamble and The Kraft Group have announced an extension to their strategic marketing and business partnership that includes exclusive naming and sponsorship rights of Gillette Stadium until the 2031 NFL season.
The 68,756-seat, open-air facility, home of the New England Patriots of the National Football League and the New England Revolution of Major League Soccer, has been named Gillette Stadium since August 2002. The new deal is a 15-year extension on one that still had five years to run.
Financial terms were not disclosed. SportsBusiness Journal estimated the annual figure to be worth between US$6 million and US$20 million, however the upper end of the range would come as surprise. Meanwhile, reports in New York placed it between US$4 million and US$7 million.
"This extension continues our successful relationship with the Kraft family and one of the strongest sports franchises in the world. The naming of Gillette Stadium has been a great investment for our business," said Chip Bergh, group president, P&G Global Male Grooming. "It almost goes without saying that reaching men has always been a challenge, but guys love sports which is why Gillette pioneered Sports Marketing almost 100 years ago."
Jonathan Kraft, president of The Kraft Group. added: "Like the Patriots, Gillette has a long history in New England and we are proud to partner with a local company that is a powerful world-class brand. Gillette is not just a naming rights partner, but a company we are proud to partner with on many platforms. Since the grand opening of Gillette Stadium in 2002, on the night that we unveiled our first Super Bowl banner, the Patriots and the Revolution have established a championship tradition, combining to win seven conference titles and two league championships. We look forward to continuing the championship tradition here at Gillette Stadium and are happy that Gillette will remain part of that tradition well into the future."
Gillette has a century-long sports heritage, through programmes such as Gillette's sponsorship of the World Series and other fabled sporting events. P&G's portfolio of sports marketing assets today includes agreements with the NFL, Nascar, Major League Baseball and the International Olympic Committee.
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