Huggies is making its mark on the National Football League

The disposable diaper brand has signed multiyear partnerships with the Detroit Lions and San Francisco 49ers to drive awareness of diaper need.

“Our main goal with these partnerships is simple—to drive awareness of diaper need and get local communities involved in helping us close the gap on diaper need,” said Amie Wentz, Huggies brand manager—premium.

The partnerships build on an existing relationship with the Miami Dolphins.

“The Huggies brand has a long relationship with the Miami Dolphins, so that helped get things going. After sharing some of the facts on diaper need with the team earlier this year, they wanted to work with us to raise awareness for the issue among their fans in South Florida.”

Kimberly-Clark is supporting the initiative with “Huggies No Baby Unhugged” diaper drives with the three teams and their retail partners. The company leveraged the Detroit Lions with an on-site diaper drive prior to the team’s Oct. 23rd matchup against the Washington Redskins.

Fans who made a donation received Lions memorabilia and were entered into a raffle for other prizes. Detroit Lions cheerleaders and former players supported the program with photo opportunities and autographs.

Meijer and Huggies donated $1 to the National Diaper Bank Network for every pack of diapers purchased (up to $10,000) in the week leading up to the game.

Retailers play a key role with the other partnerships: Huggies leveraged the Miami Dolphins with Publix Super Markets and the San Francisco 49ers with Safeway.

“Because the NFL teams had pre-existing partnerships, we worked with those amazing retailers to create an integrated program to support the activation, including signage, social, digital and PR. Each of the retailers have a different way in which they partner with their local team, but all were amazing partners. The retailers went out of their way to ensure the program was successful.”

Huggies is activating at least one of the partnerships with on- and off-site activations that engage mothers and soon-to-be parents.

The San Francisco 49ers partnership includes the following components:

• 49ers Crib Club presented by Huggies. The official fan club for 49ers Faithful fans three years of age and younger.
• 49ers Family Lounge presented by Huggies. Daycare facility for player and coaches’ families on game day.
• 49ers breastfeeding stations provided by Huggies.

The team also is exploring the possibility of a Huggies-sponsored Baby Combine.

“Instead of having a forty-yard dash, we might have a four-yard dash,” said Brent Schoeb, San Francisco 49ers vice president of corporate partnerships.