IOC, P&G Extend Worldwide Partnership

(ATR) The IOC and Procter & Gamble (P&G) are staying together through Los Angeles 2028.

Wednesday’s announcement, on the eve of one year to go until the postponed Tokyo Games, extends the Worldwide Partnership that has been in place for the last 10 years.

For the first time, P&G has also secured global marketing rights to the International Paralympic Committee (IPC) and Paralympic Games through the IOC-IPC long-term collaboration agreement, under which the IOC oversees the IPC and Paralympic Games commercial programs.

The IOC and P&G are committing to what they call "a first-of-its-kind, citizenship-driven partnership" to make progress in three key areas: equality and inclusion, environmental sustainability and community impact.

"We’ve had a successful partnership with the IOC and the Olympic Movement over the past 10 years and used it as a force for growth to build our business. Looking forward to the next chapter of our sponsorship, we are excited to also use the Olympic platform as a force for good by partnering together with the IOC to promote equality and inclusion, champion a sustainable future and help communities in need," P&G Chief Brand Officer Marc Pritchard tells Around the Rings.

"We’re excited about the extension and the potential we have over the next 8 years. There is so much more good we can do together."

The company will launch the Athletes for Good Fund, a joint initiative between P&G, the IOC and the IPC that will issue grants to the causes supported by Olympic and Paralympic Games athletes and hopefuls.

In the year leading up to the Opening Ceremony of Tokyo 2020, the Athletes for Good Fund will award 52 grants, one per week, through an application process on the IOC’s Athlete365 platform.

Olympic and Paralympic athletes and hopefuls who are working with organizations that are building and serving their communities in the areas of community impact (COVID-19 relief), equality and inclusion, and environmental sustainability are eligible to apply.

P&G has also announced that it is honoring all existing athlete partnerships, extending many through to 2021.

Another project is a digital video series entitled The Measure of Greatness, which will highlight the stories of Olympic and Paralympic athletes and hopefuls from around the world who are making a difference in their communities.

"While the world around us may have changed in the last few months, our purpose as an Olympic Games sponsor has not," Pritchard said.

"As part of this new journey to Tokyo, we know that the One Year to Go moment will take on a new meaning for athletes, their families and fans alike. We remain steadfast in our support for athletes, and we are honored to elevate the stories of exceptional Olympic and Paralympic athletes and hopefuls who have stepped up to lead their communities in 2020 not through their athletic performances, but through their compassion, their humanity and their love."

The Measure of Greatness can be viewed here.

Written by Gerard Farek

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