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Duracell Named “Trusted Battery Power of the NFL” in Multi-Year Sponsorship

Duracell, a Procter & Gamble (P&G) brand, today announced a comprehensive multi-year sponsorship with the National Football League (NFL) as the “Trusted Battery Power of the NFL,” as well as a player relationship with All-Pro linebacker Patrick Willis. Whether on the field, or off the field, in devices that power the lives of players, coaches and fans, Duracell provides trusted battery power for when the League and its players need it most.

Duracell announced its National Football League partnership as the "Trusted Battery Power of the NFL ...

Duracell announced its National Football League partnership as the "Trusted Battery Power of the NFL" and kicked off its relationship with All-Pro 49ers linebacker Patrick Willis. Duracell and Willis took to the streets of San Francisco to help provide "power" for San Francisco residents. Here, Willis, gets ready to serve lunch to the firemen of San Francisco Fire Department, Station #1. (Photo: Business Wire)

This announcement comes on the heels of the brand’s biggest battery news since the creation of iconic Coppertop. Duracell batteries with the Duralock Power Preserve™ Technology are guaranteed to stay powered for up to 10 years in storage.1 This technology provides guaranteed power for battery-powered devices, on and off the field.

“With this sponsorship, we’re reaching millions of passionate and dedicated NFL fans that rely on battery power in their everyday lives,” said Volker Kuhn, general manager for Duracell North America. “As an innovator in the category, we can provide peace of mind for consumers and the NFL. Starting this fall, whether it is in a living room or an NFL stadium on Sunday afternoons, Duracell will provide the trusted battery power needed to enjoy or play the game on and off the field.”

To further strengthen the relationship, Duracell has signed powerhouse San Francisco 49ers linebacker Patrick Willis. Willis will play a role in the integrated marketing program, from retail, digital and creative to social and event based initiatives.

“Patrick is an inspiring athlete and person and we are thrilled to be working with him to bring to life this partnership,” said Kuhn. “When we think about a player that embodies Duracell’s two greatest strengths – power and reliability – there is no one better suited than Patrick.”

Willis (twitter: @PatrickWillis52) helped Duracell launch the NFL sponsorship by sharing his personal power with the city of San Francisco. Last week, San Franciscans were able to tweet using hashtag #PatrickPower to tell how they would enlist the Pro-Bowlers’ powerful arms and legs to help complete tasks or errands that require reliability and power. Willis and Duracell took to the streets to fulfill some of those wishes for help with seemingly mundane tasks, from hauling furniture to carrying groceries.

“I am thrilled to be able to work with a brand that prides itself on trust, reliability and power. These are traits that I take pride in and that I admire in a product,” said Willis. “I also appreciate that the brand can have a little fun with it. It was exciting to help out the people of San Francisco with their personal ‘power’ needs.”

Consumers can see the best photos and videos from the day on Duracell’s Facebook page ( or Twitter page (

P&G signed a corporate sponsorship agreement with the NFL in 2009 that provided several of its brands including Tide, Gillette, Head & Shoulders and Vicks the rights to participate in the sponsorship. Duracell is the latest P&G brand to announce an NFL sponsorship, and beginning with the 2012 NFL season allows Duracell use of official NFL marks, including Super Bowl XLVII, Pro Bowl, NFL Draft and NFL Playoffs.

“We are proud to bring Duracell into our portfolio of leading brands that are partnering with the NFL,” said David Palmer, Head of Global Sports Marketing at P&G. “This partnership further extends our reach and integration with the NFL fans and our consumers while driving scale marketing opportunities for P&G.”

Duracell with Duralock Power Preserve Technology
Set for retail distribution this summer, Duracell with Duralock will be packaged with a ”good until” date and be recognizable by the new Duralock ring providing consumers with instant recognition and the comfort of knowing that Duracell batteries left sitting in a drawer or locker will still work when they are needed most. Whether it’s a CopperTop, an Ultra Power, or a Rechargable battery, Duracell’s Duralock technology means that there’s a battery best suited for every lifestyle. The entire portfolio of Duracell batteries including Ultra (AA/AAA), CopperTop (AA/AAA/C/D/9V), Rechargeable (AA/AAA), Hearing Aid and Coin Button cells will carry a Duralock Power Preserve guarantee.

About Duracell
Part of the Procter & Gamble Company (NYSE:PG), Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit for more information, follow us on, and like us on

About Procter & Gamble
P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

NFL PLAYERS INC. is the licensing and marketing subsidiary of the NFL Players Association. Representing more than 1,800 NFL players, NFL PLAYERS INC. “takes the helmets off” the players and markets them as personalities as well as professional athletes. Through an exclusive sponsorship agreement with the NFL, players are integrated into NFL sponsor activations. NFL PLAYERS INC. activities include retail licensing, corporate partnerships, player marketing, special events, broadcast and publishing. For more information, please visit NFLPLAYERS.COM.

1 Length of power preserve in storage varies by battery type. Ultra (AA/AAA), CopperTop (AA/AAA/C/D) and Lithium Coin are ten years. CopperTop (9V) is five years. Rechargeables (AA/AAA) and Alkaline Coin Button are three years and Hearing Aid (Alkaline) are four years.

Photos/Multimedia Gallery Available:


Kurt Iverson, 203-796-4669
Citizen Paine
Kristen Mueller, 212-613-4952
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