Procter & Gamble and the International Olympic Committee have announced the most far-reaching global partnership for the next five Olympic Games from London 2012 through the 2020 Olympic Games.
P&G will build upon the success of its Team USA partnership at the Vancouver 2010 Olympic Winter Games which resulted in increased favourability 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, mums and their families around the world.
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 mums by globally expanding its Proud Sponsor of Mums campaign.
As part of the Proud Sponsor of Mums campaign, the company continued with its Thank You Mum programme during the IOC’s Youth Olympic Games held in Singapore last week. P&G helped 25 mums 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 mums, 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 mums. 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 mums of six high-profile Olympians from across the world and the mum of a US Paralympian. They will provide the type of insight only the mum of an Olympian can share in an effort to touch and improve the lives of athletes, mums and families around the world. The mums include: Jennifer Bolt (mum of Jamaican sprinter Usain Bolt), Rosemary Jones (mum of Australian swimmer Leisel Jones), Cao Lihua (mum of Chinese beach volleyball player Xue Chen), Aster Menagesha (mum of Ethiopian long-distance runner Meseret Defar), Debbie Phelps (mum of US swimmer Michael Phelps), Pat Radcliffe (mum of British long-distance runner Paula Radcliffe) and Marlene Shirley (mum of US Paralympic sprinter Marlon Shirley).