P&G Adds Big Name to U.S. Olympic Team Sponsorships
Procter & Gamble said yesterday that it has become an official sponsor of the U.S. Olympic Teams for the 2010 Winter Games and the 2012 Summer Games.
News reports said that the value of similar deals are usually worth at least $15 million. The announcement was made jointly with the U.S. Olympic Committee.
The 2010 Winter Games will be held in Vancouver. London is the location for the 2012 Summer Games.
P&G is currently the Official USOC sponsor of the following categories: personal and beauty products; household cleaning products; oral care products; pre-packaged potato snacks; and cold, flu and stomach remedies.
Participating in the Team USA deal are brands including, Cover Girl, Olay, Olay Quench, Pantene, Secret, and Venus along with Pepto-Bismol, Vicks, Pringles Bounty, Charmin, Pampers, Febreze, Tide, Crest, Oral B and Scope.
The deals will also include individual athlete partnerships, print and television advertisement campaigns, public relations, consumer and customer engagement events, online activation and Team USA branded in-store merchandising.
The USOC has not been immune to the ravages of the struggling economy. Both Home Depot and General Motors. It is also attempting to renew contracts with Bank of America and AT&T, the AP reported.
Last month, P&G announced a multiyear marketing deal with the National Football League that begins during the 2009 season. More than a dozen brands are participating as the “Official Locker Room Products of the NFL,” including hair, oral, fabric and air care products and household needs products such as Febreze, Gillette, Head & Shoulders and Old Spice. Prilosec OTC is already a NFL sponsor.
As part of that sponsorship, during this season a variety of other P&G brands including Bounty, Cascade, Charmin, Crest, Dawn, Gain, Oral B and Tide will have the right to activate NFL marks within key retail accounts. These brands may use the NFL logo in national and local in-store merchandising campaigns and retail circulars.
Sticking with sports, P&G has also recently debuted TV spots for Gillette with golf’s Tiger Woods, tennis’ Roger Federer and baseball’s Derek Jeter.
