After a fourth quarter in which profits fell 18 percent, Procter & Gamble Co. plans to add muscle to its marketing, Bob McDonald told analysts Wednesday during his first earnings call as president and chief executive officer of the consumer products giant.

P&G is teaming up with the National Football League in a major sponsorship deal that will kick off during the upcoming season. The arrangement, announced Wednesday but not a subject of the firm’s earnings call, encompasses more than a dozen P&G brands across male grooming, hair care, oral care and fabric care, and several of those brands will carry the “Official Locker Room Products of the NFL” logo.

The move comes as P&G revs up plans to build its men’s care business (or in P&G speak, its “win with men” strategy). In June alone, the company acquired two high-end grooming brands, Zirh and The Art of Shaving.