Nick Cannon took out a $10 million insurance policy on his balls as part of a partnership with Dr. Squatch, a personal care products company.

Cannon, a rapper and actor famous for his show Wild n’ Out, is the father to 12 children by six mothers. His prolific fertility has earned him widespread attention in tabloids and on social media in recent years.

He has even leaned into jokes about undergoing a vasectomy, having starred in a 2022 commercial where he made the namesake cocktail to promote fellow actor Ryan Reynolds’ Aviation Gin.

As part of this promotional effort announced Friday morning, he was also awarded the title of “Most Valuable Balls” by Dr. Squatch.

The partnership was unveiled ahead of Father’s Day and is intended to promote Dr. Squatch’s recently-released line of Ball Care products.

“Haters say it’s time for me to stop having kids and put this super sperm to rest, but I’m doubling down on these valuable balls and my future kids,” Cannon said in a statement. “Shoutout to Dr. Squatch for giving my balls the credit they deserve and hooking me up with the protection I need to keep this family tree rolling! Don’t go another day without protecting and caring for your most valuable assets with Ball-to-Ball Coverage through Dr. Squatch’s new Ball Care products.”

Nick Cannon in Dr. Squatch campaign
Image used with permission.

The company claimed it arrived at the $10 million valuation by using its Ball Valuation Tool, which assessed his “golden gonads” on factors like size, his favorite features and positions in the bedroom.

Dr. Squatch added that people can also use the Ball Valuation Tool to see the value assigned to their balls and enroll in the company’s so-called Ball-to-Ball coverage.

Dr. Squatch declined an interview request from MM+M but issued a statement in a company press release calling Cannon’s balls “cultural figures in their own right.”

“Whether or not your balls are worth $10 million like Nick’s, they deserve the care and protection that only Dr. Squatch’s Ball-to-Ball coverage can offer via our new Ball Care products,” stated John Ludeke, VP of marketing at Dr. Squatch. “The new line promises to protect your boys against embarrassing situations and missed opportunities, helping men to feel and look great. Put your balls in our hands!”

While eye-catching, it isn’t unheard of to see a personal care product company use blue humor as part of a marketing push this year.

Ahead of Super Bowl LVIII, men’s health and wellness company Mangoceuticals, also known as MangoRx, announced it would offer a free, one-year supply of its Mango erectile dysfunction (ED) pills for the losing team.