California based global manufacturer and marketer of consumer and professional products Clorox activated its NBA and WNBA partnerships as the regular season reaches a climax through an integrated campaign called ‘Making Game Time Safer’.
Launched on 7 May, the multi-channel campaign was led by a hero commercial promoting how Clorox ensures both leagues maintain a safe sporting environment by cleaning and sanitizing arenas for fans and players.
From wiping the basketball rims and railings with disinfecting wipes to spraying down seats with its Total 360 Cleaner, Clorox promotes how it is working together with the sports organizations to make game time safer.
The activation, which primarily promotes the brands’ Disinfecting Wipes and Total 360 Disinfectant brands, carries the tagline ‘When it Counts, Trust Clorox’.
The 30-second spearhead spot is supported by a 15-second social cut down.
The partnership sees Clorox electrostatic sprayers, disinfecting wipes and hand sanitizer used in dressing rooms, training and weight rooms, team benches, penalty box areas and additional spaces.
“Clorox is committed to helping people feel confident outside of the home as we get back to the activities we all know and love,” said Clorox VP Heath Rigsby. “We’re proud to continue our work with the NBA using our expertise in disinfection to help create a cleaner and safer experience for everyone from fans to arena staff to players, now and into the future.”
Kelly Flatow, NBA Executive VP Of Global Events, added: “Clorox was instrumental in our mission to create cleaner and safer environments for everyone on the NBA and WNBA campuses in Florida last summer. We are grateful to Clorox for becoming the official cleaning partner of the NBA and WNBA and look forward to continuing our work and shared commitment to enhancing health and safety measures throughout the NBA and the WNBA in the years ahead.”
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It was back in March 2021 that the NBA and WNBA announced that it had signed a multi-year agreement with the public health and disinfection company Clorox to promote health and safety at games amid the ongoing risks posed by COVID-19.
As the official cleaning partner of the NBA and WNBA, the deal saw Clorox supply disinfecting products to games and events and the official announcement built on a previous collaboration between the two leagues and Clorox during the NBA’s 2019-20 restart and the 2020 WNBA campaign.
The campaign also launched on the same day that the brand announced another major sports partnership in the form of a multi-year deal as the official cleaning and disinfecting product partner of the NHL in North America.
This league-wide tie-up built on Clorox’s current NHL team partnerships with the Chicago Blackhawks, New York Rangers and Washington Capitals.
The NHL deal will start with the 2021 Stanley Cup Playoffs and includes marketing and product integrations in support of league COVID protocols during the post-season. The Clorox brand will be displayed in a virtual slot in-ice ad during 2021 Stanley Cup Playoff games, on-camera visible dasherboards and/or a virtual slot in-ice ad during future NHL outdoor games. Plus in-venue signage, in-venue PSAs and video will highlight the NHL’s cleaning and disinfecting efforts.
While, from the start of next season, Clorox will activate at and around NHL properties including the Winter Classic, Stadium Series and Heritage Classic.
Clorox and the NHL will also collaborate to create engaging content that will help herald a cleaner and more trusted environment for NHL fans and teams and content will feature across Clorox and NHL broadcast, digital and social media platforms.
“We’re excited to be teaming up with the NHL to help create a cleaner and safer experience for players, fans and staff,” said Clorox Chief Growth Officer Tony Matta. “Through our shared commitment to health and safety, we can help instil confidence as people get back to the sporting experiences they love. Through our shared commitment to health and safety, we can help instil confidence as people get back to the sporting experiences they love.”
“We are thrilled to welcome Clorox to the NHL family to help enhance the health and safety measures of the League during this year’s Stanley Cup Playoffs and at future outdoor NHL games,” added NHL SVP North America Kyle McMann. “We look forward to building on our shared commitment of creating a cleaner and safer experience for passionate fans as well as NHL team personnel and game venue staff, and collaborating to build new and impactful content and programming across NHL and Clorox platforms.”
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