The NBA and WNBA Become the Latest Brands to Team Up With Clorox

During the pandemic, the CPG giant has made similar deals with Uber, AMC Theaters and United Airlines

The Clorox Company reported net sales for the last quarter rose 22% to $1.98 billion. NBA/Clorox

Clorox has a new partnership with the NBA and WNBA. The cleaning brand will provide disinfecting products to help protect the players, referees and staff working inside the leagues’ respective Florida bubbles.

The collaboration is the latest partnership for Clorox, which has rolled out deals with Uber, AMC Theaters and United Airlines in recent months. Since the outset of the coronavirus crisis, numerous companies in what Magnus Jonsson, Clorox’s U.S. vp of marketing for the company’s cleaning division, has called the “shared-space industry” have approached Clorox.

“At its core, we are joining together in our shared commitment to help restart the basketball season for fans by helping enhance the health and safety for everyone inside the bubble,” Jonsson said.

Clorox has a b-to-b operation, which services hospitals and health care facilities, but by making these arrangements more public, the hope is that people will trust the brand more for their own cleaning needs.

A 15-second co-branded spot from ad agency FCB shows people using various Clorox products, including its industrial Clorox Total 360 system, to wipe down and spray surfaces, seats and weights. The ad, which debuted last weekend, will run on NBA and WNBA platforms, including NBA TV, as well as game broadcasts. This marks the first time Clorox is airing national ads promoting one of its partnerships.

Few CPG brands have have received as much attention since the Covid-19 outbreak as Clorox. Unprecedented demand for its signature disinfecting wipes has made them difficult to find in stores, a pattern the brand said will likely continue into 2021. One recent report from data intelligence firm Morning Consult named Clorox the sixth most loved brand in America, right behind Netflix and ahead of Amazon Prime. Another survey on corporate reputation from The Harris Poll put The Clorox Company in first place.

The Clorox Company has done well in terms of revenue during the pandemic. Earlier this month, the maker of multiple household goods, from Glad bags and wraps to Hidden Valley dressings and sauces, reported that net sales for the quarter ending June 30 rose to $1.98 billion, a 22% increase compared to the same time last year.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.