Procter & Gamble in London 2012 Olympics sponsor deal

Gold-medal winner Michael Johnson running US medal winner Michael Johnson helped mark two years before the London 2012 Olympics

Consumer products giant Procter & Gamble has signed up as a global Olympics sponsor.

The deal with the International Olympics Committee (IOC) makes Procter & Gamble the 11th global sponsor of the London 2012 Olympics.

It joins other 2012 sponsor companies, such as Coca-Cola and McDonalds.

It is the second multi-million-dollar marketing deal this month for the IOC, after Dow Chemical signed as a global sponsor two weeks ago.

Global sponsors have exclusive Olympic worldwide marketing rights.

The value of the contracts are not typically released, but are thought to sell for $100m (£64.5m) for four years' worth of rights.

Procter & Gamble, whose brands include Ariel washing powder, Pampers nappies, Gillette shavers and Pringles crisps, signed a 10-year agreement with the International Olympics Committee (IOC).

The IOC said this year it had secured close to $900m in sponsorship revenue for the current four-year cycle, and was hoping to break the $1bn mark.

Other global sponsors for the London Games so far are Acer, Atos Origin, GE, Omega, Panasonic, Samsung and Visa.

Sponsoring the London 2012 Olympics is not always a multi-million-pound commitment.

Small and medium-sized firms have also been to support the Team 2012 fund, which is looking to raise £25m.

A total of 750 firms are being sought in the hope they will pay up to £10,000 a year each to take part in the two-year programme.

There have been question marks over the financial benefits of sponsorships for companies, particularly debated in the wake of the recent World Cup.

But Procter & Gamble believes the rewards are measurable.

It is already a sponsor of the US Olympic team, a deal which it says has increased the company's image, helped to boost market share and generated nearly $100m in sales.

More on This Story

Related Stories

The BBC is not responsible for the content of external Internet sites

More Business stories

RSS

Features

BBC © 2014 The BBC is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.