P&G Extends Sponsorship of Olympic Games until 2028

News

What's happening at SNAP? What are clubs and businesses achieving with sponsorship? More about the world of sponsorship.......

P&G Extends Sponsorship of Olympic Games until 2028

Procter & Gamble has extended its partnership with the IOC for a further eight years, taking it through to the Olympic Games Los Angeles 2028.

The announcement comes as the IOC marks one year to go until the rescheduled Tokyo 2020 Games, and sees the pair extend a partnership that has already lasted a decade.

“As a TOP Partner of the IOC for the past 10 years, we are extremely proud of the work we’ve done together,” said P&G Chief Brand Officer Marc Pritchard. 

“As we look forward to the next decade, we recognise the opportunity and the responsibility to use our sponsorship of the Olympic Games for broader impact. In the spirit of the Olympic Movement, we’re making a shared commitment through our partnership to create positive change in the world in the areas of equality and inclusion, environmental sustainability and community impact. We will use each of the next four Games as a milestone to measure progress and leave a meaningful legacy behind.”

As part of the renewed deal, P&G will assist the IOC on how to ‘grow, accelerate and bring innovation’ to the IOC’s digital output. The pair also say the ‘citizenship-driven’ partnership will make pledges to take action on equality and inclusion, environmental sustainability and community impact.

The pair, along with the International Paralympic Committee (IPC), will establish an Athletes for Good Fund to support athlete causes. The Fund will award a total of 52 grants over the course of the next year, intended to mark one grant a week in the lead up to Tokyo 2020.

Olympic and Paralympic athletes and hopefuls who are working with organisations on projects such as COVID-19 relief, equality and inclusion, and environmental sustainability are eligible to apply.

IOC President Thomas Bach said: “Procter & Gamble has been a true partner to the IOC and a powerful force in supporting the ideals of the Olympic Movement. As we mark one year to go until the Olympic Games Tokyo 2020, we are delighted to announce that we will be “stronger together” with P&G until 2028. 

“Looking to the future, we have prioritised clear purpose-led initiatives that support the IOC’s vision of building a better world through sport.”

To mark both the renewed partnership and the one year to go point until Tokyo 2020, P&G has also launched a new film series, ‘The Measure of Greatness’ (above), which celebrates Olympic and Paralympic athletes currently doing good work to serve their communities.

SNAP Sponsorship CEO Mark Covington says, "“I am really encouraged to see that sponsorship is still apart of P&G’s marketing strategy moving forward.

"I would suggest that grassroots sports club look to their brands such as Gillette and Ariel (more brands are here - https://www.pg.co.uk/brands/) and find out how they can speak to each brands Brand Manager in order to explore specific marketing and sponsorship budgets.”

 

Original Article - https://www.sportindustry.biz/news/pg-extends-olympic-sponsorship-ioc

 

Sports Sponsorship