November 06, 2014
Procter & Gamble signs on as for United States Olympic Committee

Participating in this sponsorship deal:

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By Tripp Mickle, Staff Writer, SportsBusiness JournalProctor & Gamble and the USOC today announced the details of their new partnership, which will see Team USA's five-ring logo stamped on an array of products from Pringles to Pantene. The four-year deal, which was first reported in March by SportsBusiness Journal, is valued at $15-20M, making it one of the largest deals the organization has signed for the '09-12 quadrennial. Under terms of the agreement, P&G becomes the USOC's official sponsor in a host of categories, including personal and beauty products; household cleaning products; oral care products; pre-packaged potato snacks; and cold, flu and stomach remedies. It will activate multiple brands such as Cover Girl, Olay, Olay Quench, Pantene, Secret, Venus, Pepto-Bismol, Vicks, Pringles, Bounty, Charmin, Pampers, Febreze, Tide, Crest, Oral B and Scope. P&G VP/North America Kirk Perry said, "It is the broadest and deepest mega-scale event we've had as a company in North America. We're partnering with the Olympics, which is truly iconic. It's a tremendous opportunity for us to show up with our brands together with a sporting event that among women is number oneĀ and among men number two, only behind the NFL."
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