Procter & Gamble (P&G), the US-based consumer products giant, and the International Olympic Committee (IOC) have joined forces for the next five Olympic Games, from London 2012 through the 2020 Olympic Games.

P&G will leverage the IOC partnership to deliver on its purpose-inspired growth strategy and to help improve the lives of athletes, moms and their families around the world.

The breadth of P&G’s portfolio, which includes 22 brands generating $1 billion or more in annual sales, and the depth of P&G’s reach to four billion people worldwide, make this the most far-reaching Olympic partnership, a statement said.

Some of P&G’s brands participating in the partnership include Pampers, Tide, Ariel, Always, Whisper, Crest, Pantene and Olay.

P&G will build upon the success of its Team USA partnership at the Vancouver 2010 Olympic Winter Games which resulted in increased favorability ratings, greater market share and nearly $100 million in incremental sales, according to the statement.

“P&G is proud to support the Olympic Movement for the next 10 years,” said Marc Pritchard, P&G global marketing and brand building officer.

“But, we know from our successful results in Vancouver that this is about much more than a sponsorship. For P&G, it’s about partnering with the IOC to make life better for athletes, moms and their families as we take the Olympic Movement to our four billion consumers around the world that our brands already serve,” he added.

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.”

P&G’s portfolio of brands will sponsor athletes, their families and national teams, the statement said. – TradeArabia News Service