Procter & Gamble is launching sponsorship of the next five Olympic Games starting with London 2012 through the 2020 Olympic Games. The company says it will use the partnership to promote brands like Pampers, Tide, Ariel, Always, Whisper, Crest, Pantene and Olay.
Kirk Perry, VP, North America, said P&G is in the early stages of evaluating plans to host a "P&G Family Home" facility at the London 2012 Olympics for U.S. athletes, similar to the one in Vancouver. The facility lets U.S. athletes and their families hang out, do laundry, entertain the their kids and do organized activities.
The company says its sponsorship of Team USA in the Vancouver Winter games this year generated $100 million in incremental sales. Sponsorship will be at the brand level, and will include athletes and national teams. On the corporate level, P&G will run on-site activities to support athletes and their families.
As it did in Vancouver, P&G will run a "Proud Sponsor of Moms" effort, with the IOC's inaugural Youth Olympic Games to be held in Singapore next month. It will assist 25 moms of Youth Olympians from around the world with their travel and lodging costs in Singapore. P&G says it will also produce a documentary series called "Raising an Olympian, The P&G Momumentary Project" that is intended to tell the athletes' stories from their mom's perspective.
P&G is also enlisting the mothers of Olympic athletes to appear in promotional content. They include Usain Bolt's mother Jennifer; Rosemary Jones, whose daughter is Australian swimmer Leisel Jones; and Debbie Phelps, mom of U.S. swimmer Michael Phelps.