The Procter & Gamble-owned adult incontinence brand kicked off the partnership with “Protect the Moment,” the largest campaign in its 12-year history. The goal is to erase the stigma around a common but hidden issue: 60% of women ages 45 and older experience bladder leaks. 

The NFL may seem a surprising partner for Always Discreet, but women make up nearly half of the league’s audience. Football is also the most-watched sport among adult incontinence consumers, according to data firm Numerator.