Procter & Gamble and the International Olympic Committee (IOC) announced a far-reaching global partnership for the next five Olympic Games from London 2012 through the 2020 Olympic Games. The worldwide promotion will focus on the question, “What does it take to raise an Olympian?”
The breadth of P&G’s portfolio, which includes 22 brands each generating $1 billion or more in annual sales, and the depth of P&G’s reach to four billion people worldwide, makes this the most far-reaching Olympic partnership ever. Some of P&G’s most iconic brands participating in the partnership include Pampers®, Tide®, Ariel®, Always®, Whisper®, Crest®, Pantene® and Olay®.
P&G plans to build upon the success of its Team USA partnership at the Vancouver 2010 Olympic Winter Games which resulted in increased favorability ratings, greater market share and nearly $100 million in incremental sales. The company will leverage the IOC partnership to deliver on its purpose-inspired growth strategy and to help improve the lives of athletes, moms and their families around the world.
“P&G is proud to support the Olympic Movement for the next 10 years,” said P&G Global Marketing and Brand Building Officer, Marc Pritchard. “But, we know from our successful results in Vancouver that this is about much more than a sponsorship. For P&G, it’s about partnering with the IOC to make life better for athletes, moms and their families as we take the Olympic movement to our four billion consumers around the world that our brands already serve.”
IOC President Jacques Rogge said, “Procter & Gamble is a first class company and we are absolutely delighted to announce we will be partnering with them through 2020. 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.”
P&G’s portfolio of brands will sponsor athletes and national teams. Corporately, P&G will continue its support of families of Olympians by reapplying on-site activities from the Vancouver 2010 Olympic Winter Games and once again support moms by globally expanding its “Proud Sponsor of Moms” campaign.
P&G will continue helping athletes, moms and families immediately. As part of the Proud Sponsor of Moms campaign, the company will continue its “Thank You Mom” program in conjunction with the IOC’s inaugural Youth Olympic Games to be held in Singapore August 14-26, 2010. P&G will help 25 moms of Youth Olympians from around the world with their travel and lodging costs so they can be in Singapore with their children as they compete.
To celebrate the dedication and sacrifice of moms, families and their Olympians, P&G will produce a documentary video series called “Raising an Olympian, The P&G Momumentary Project.” The video series will tell the stories of Olympians as seen through the eyes of their Moms. It will be shown leading up to and during the London 2012 Olympic Games and will aim to answer the question, “What does it take to raise an Olympian?”
P&G has partnered with the moms of six high-profile Olympians from across the world and the mom of a US Paralympian. They will provide the type of insight only the mom of an Olympian can share in an effort to most effectively deliver Proud Sponsor of Moms programs to touch and improve the lives of athletes, moms and families around the world.
The moms include: Jennifer Bolt (mom of Jamaican sprinter Usain Bolt), Rosemary Jones (mum of Australian swimmer Leisel Jones), Cao Lihua (mom of Chinese beach volleyball player Xue Chen), Aster Menagesha (Mom of Ethiopian long-distance runner Meseret Defar), Debbie Phelps (mom of U.S. swimmer Michael Phelps), Pat Radcliffe (mum of British long-distance runner Paula Radcliffe) and Marlene Shirley (mom of U.S. Paralympic sprinter Marlon Shirley).