CorpComms Magazine

Procter & Gamble (P&G) and the International Olympic Committee (IOC) have announced a global partnership which will commence with the London 2012 Games and continue through all subsequent Games until 2020.

The Pringles-to-Pantene brands giant's Team USA partnership at the Vancouver 2010 Olympic Winter Games increased its market share and boosted sales by just under $100 million (£64 million).

IOC President Jacques Rogge said: '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.

As well as sponsoring athletes and national teams, P&G will expand its 'Proud Sponsor of Moms' campaign previously seen in Vancouver, partnering with high profile mums such as Jennifer Bolt (mother of Jamaican sprinter Usain), Debbie Phelps (mother of US swimmer Michael) and Pat Radcliffe (mother of British long-distance runner Paula) and helping to improve the lives of athletes, mums and families across the world. In the first instance, P&G will assist with travel and lodging costs for 25 mothers of athletes competing in the Youth Olympic Games in Singapore in the coming weeks.

The company also aims to produce a documentary series entitled Raising an Olympian, The P&G Momumentary Project, in which Olympians' stories will be revealed through the eyes of their mothers, in a bid to understand 'what it takes'.

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