Procter & Gamble's Tide detergent has become a sponsor of all 32 franchise teams in the National Football League in a multiyear deal, beginning with the 2012 football season. "For us, the NFL's growing female fan base played a big role in developing the Tide sponsorship," said Sundar Raman, North American fabric-care marketing director. "It allows us to tap into America's passion for the NFL and fan loyalty toward their home teams."