CINCINNATI (AP) — The Procter & Gamble Co., the world’s largest advertiser, has signed on to be a
major sponsor of the U.S. Olympic Team for the upcoming winter and summer games.
The deal announced Tuesday comes a month after the maker of Tide and many other consumer products agreed
to a major NFL sponsorship. It’s also a big boost to the U.S. Olympic Committee’s efforts to attract
sponsors in a recession.
Financial details weren’t released, but such deals with companies of this size are usually worth at least
$15 million. Cincinnati-based P&G will be a corporate partner and sponsor for the U.S. teams in
the Vancouver 2010 Winter Games and London 2012 Summer Games.
The Olympics tie-in involves 17 P&G brands, from Olay skin care to Pantene shampoo to Pringles
snacks.
"It’s a very significant announcement for us," said Lisa Baird, USOC’s chief marketing officer.
"It goes to the depth of marketing that a company like Procter & Gamble can bring to our
athletes and the Olympic movement."
The USOC recently lost General Motors and The Home Depot as sponsors and is trying to renew deals with
Bank of America and AT&T. The federation had previously signed smaller deals with Ralph Lauren,
Acer, Adecco and Deloitte.
Baird said more sponsorships are in the works and that the addition of P&G could help attract
others.
"Obviously, Procter & Gamble is a leading marketer, and other companies look to them,"
she said.
The deal includes individual athlete partnerships; digital, print and television advertising, and Team
USA-logo merchandising.
P&G brands have had had smaller Olympic sponsorships before, including of U.S. gymnasts in the
Beijing Summer Games in 2008, but P&G officials said this will be their most extensive Olympics
involvement.
Kirk Perry, P&G’s vice president for North America, said the company was attracted by the
Olympics’ strong appeal for women, teens, 18-to-34-year-olds and other key demographic groups.
"We always talk about meeting our consumers where they are, and this is certainly where they
are," Perry said.
Four P&G brands, including Gillette shavers, are "official products" of NFL locker
rooms, and eight others can carry the NFL logo in retail marketing under a multiyear contract that
begins this football season.
P&G has gotten more deeply into sports sponsorships since acquiring longtime Major League
Baseball sponsor Gillette in 2005. Gillette features stars Tiger Woods of golf, Roger Federer of tennis
and Derek Jeter of baseball, among other athletes, in current promotions.
P&G spends some $8 billion a year on advertising.