Procter & Gamble Will Sponsor U.S. Olympic Team
Procter & Gamble has signed on as a sponsor of the United States Olympic team for the Vancouver and London Games, a move that will place the Olympic rings on more than a dozen household products, from Bounty and Tide to Pepto-Bismol and Pringles.
The sponsorship, expected to be announced Tuesday, comes at a key time for theUnited States Olympic Committee, which has struggled to attract and retain corporate partners in the recession. Company executives said the deal would involve 17 brands. Procter & Gamble will capitalize on the Olympics’ appeal to women by running television advertisements for its beauty brands — including Olay, Pantene and Secret — during the Games. Olympic logos will appear on packaging and in-store displays to promote other products, like Charmin, Febreze and Scope.
Consumer research has shown that the Olympics appeal particularly to women, teenagers and adults ages 18 to 34, said Kirk Perry, vice president for North America at Procter & Gamble. “That encompasses our consumer base,” he said Monday in a telephone interview. “It connects at every income level. It is such an iconic and important event.
Full article found here: http://www.nytimes.com/2009/09/01/sports/01olympics.html
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