Sports Sponsorships

CINCINNATI — As an official sponsor of the National Football League, Procter & Gamble has donated $300,000 to the NFL's campaign to fight childhood obesity and promote health and wellness among kids nationwide.

Through P&G's donation, NFL Play 60 has allowed the league to create health centers, rehab playgrounds, purchase sports equipment and help thousands of children lead happier, healthier lives, according to the company.

NEW YORK — The National Hockey League and diaper brand Huggies have teamed up for a month-long campaign to collect diapers and donations for families and babies in need across North America.

NEW YORK — Unilever's Axe brand is working with the NFL's St. Louis quarterback, Sam Bradford, to promote the launch of its new Axe Hair Buzzed Look cream + SPF 15.

To promote the launch, Bradford, the NFL's 2010 No. 1 overall draft pick and Rookie of the Year candidate, took his hair style from shaggy to a short buzz, courtesy of Axe Hair.

CHICAGO — It seems that MillerCoors' Miller High Life brand is taking the high road when it comes to pricey endorsement and sponsorship deals.

The brand said that it is positioning itself as the "official beer of you," its drinker. The program will be supported with print, TV, radio and online advertising, as well as point-of-sale and public relations efforts, the company said.

CINCINNATI — Febreze teamed up with the Dallas-Fort Worth Salvation Army to collect new and gently used sports equipment and athletic gear at the "NFL Experience," an exhibit held at the Dallas Convention Center.

The two will host the first-ever Febreze Game Day Freshness Sports Equipment Drive Jan. 27 to 30, and Feb. 2 to 6. The equipment and gear will be freshened using Febreze products and donated to the North Texas Youth Education Town in Arlington, said Febreze, which is the official air freshener of the National Football League.

PARIS — L'Oréal Paris has tapped fashion icon and rock star Gwen Stefani to be the brand's new international face.

By joining the L'Oréal Paris family, Stefani will represent her own vision for beauty alongside such other representatives as Jennifer Lopez, Milla Jovovich, Diane Keaton, Beyoncé Knowles, Diane Kruger, Evangeline Lilly, Andie MacDowell, Julianna Margulies, Eva Longoria, Freida Pinto and Kerry Washington.

HERSHEY, Pa. — Hershey's is offering football and chocolate fans a chance to win a trip to the Pro Football Hall of Fame.

DOYLESTOWN, Pa. — ProPhase Labs on Thursday announced its title sponsor of the "Cold-Eeze Skate for the Heart" show, airing on NBC stations Jan. 16 from 4 to 6 p.m., EST.

"We are so proud to support these world-class skaters and the critical heart health cause," stated Ted Karkus, CEO of ProPhase Labs. "We are also huge fans of the amazing singers in the show."