P&G’s partnership with the London 2012 Games represents the first ever sponsorship to include multiple brands under one deal, according to the world’s largest consumer products company, with the agreement comprising 24 brands. Pampers, Fairy, Ariel, Pantene and Olay are some of the brands set to receive exposure as part of the arrangement.
Last year, P&G struck a partnership with the IOC to run through to the 2020 Summer Olympics. Irwin Lee, P&G’s vice-president and managing director for the UK and Ireland, described the Paralympic Games as “truly inspirational”. He added: “As the ‘Proud Sponsor of Mums’, we want to recognise and celebrate the dedication of Paralympic mums who have helped to make their son or daughter’s dream a reality.”
Lord Sebastian Coe, chair of the London Organising Committee for the Olympic and Paralympic Games, added: “I'm thrilled that P&G have extended their sponsorship to the Paralympic Games. P&G has some of the world's most recognisable brands under its name and it's great to know they will help us inspire and educate people around the world about the power of the Paralympic Games.”
As part of the contract, P&G will link up with Sainsbury’s to host ‘Super Saturday’ – a family festival that will bring together top Paralympic athletes and the world’s biggest music acts on Saturday, September 11 of this year at Clapham Common in London.
