The National Basketball Association unveiled a multi-year deal making Right Guard the league’s official deodorant.
As the NBA Finals moves toward a climax, the league’s logo will start appearing this month on 50 million packs of Right Guard Xtreme and Right Guard Sports deodorant.
As part of the deal, Right Guard signed New Orleans guard Chris Paul to a multi-year pact, with TV ads featuring Paul already airing during the current finals series on ABC. Energy BBDO, Chicago created the ads. Paul will also appear in print ads and radio spots.
Right Guard will be integrated into NBA.com’s fantasy basketball and will also be featured during the NBA All-Star Game, the playoffs and the finals. A significant national consumer promotion is slated for the fall, with details yet to be determined.
“Basketball is known as one of the sweatiest sports, making our partnership with the NBA the perfect environment to communicate the superior odor and wetness protection of our products,” said Doug Weekes, Right Guard senior vice president and general manager.
The value of the partnership was not revealed.
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