P&G seal Olympic deal

29 July 2010

Procter & Gamble has agreed a global partnership with the International Olympic Committee (IOC) that stretches across the next five Olympic Games.

The agreement will see P&G’s portfolio of brands, which includes Ariel, Pampers and Pantene, sponsoring athletes and national teams while also offering support to the families of Olympians. The latter sees the FMCG company extend an on-site campaign from the Vancouver Winter Olympics that provides support to mothers under the premise of ‘Proud Sponsor of Moms’.

The first initiative begins with the IOC’s annual Youth Olympic Games, which will be held in Singapore between 14 and 26 August. P&G is expecting to help 25 mothers with travel and hotel costs as they watch their children compete at the event.

IOC president Jacques Rogge said: “P&G's global reach and consumer insight will be a real boost in our efforts to communicate the Olympic values to a worldwide audience and their financial support over the next decade will benefit the entire Olympic Movement including the athletes themselves.”

In the long-term, P&G will produces a video series entitled ‘Raising an Olympian, the P&G Momumentary Project’ that will be shown in the lead-up to the 2012 Olympic Games in London. The documentary will run under the question, “What does it take to raise an Olympian?” Contributors include the mothers of sprinter Usian Bolt, swimmer Michael Phelps and marathon runner Paula Radcliffe.

Josh Colley, London