• by Karl Greenberg , October 12, 2010

Right Guard deodorant brand, since 2006 a division of Henkel North America, has signed on for a long-term deal with the National Basketball Association to promote its Total Defense 5 products.

The company, which became the "Official Deodorant" of the NBA in June 2008 to promote Right Guard Sports deodorant and the (now defunct) Right Guard Xtreme, launched Total Defense in January. The campaign included a tie-in with the NBA Playoffs in April and ads featuring NBA player Chris Paul of the New Orleans Hornets, who signed a spokesperson deal with brand in 2008, when Right Guard signed on with the league.

At the same time, the company said that the deal with Paul would be multi-year. The company also promoted its relationship to the NBA by putting the league's logo on packaging on Total Defense 5 deodorant dispensers.

This year, Henkel's Right Guard division plans retail promotions, NBA-themed advertisements, and online content. The company will also extend the partnership to include marketing with the NBA in Canada.

Right Guard says it will also support the Women's National Basketball Association (WNBA) as a partner of the WNBA Inspiring Women's Luncheon.

The company says it will continue to run large-scale national consumer promotions and be a "very active and visible partner during key points of the NBA season, including NBA All-Star, the NBA Playoffs, and The Finals."

Previously, Right Guard has done such programs with the league as NBA All-Star Block Party, an event at the 2009 All-Star game outside of the venue in Phoenix, to promote Right Guard Fast Break deodorant. Right Guard also integrated with NBA.com's fantasy basketball and, in addition to the All-Star game, has been part of the playoffs and the finals.