P&G and Team USA align
This article was originally published in The Rose Sheet
Executive Summary
Procter & Gamble announces marketing collaborations with Team USA athletes extending through the 2010 Olympic Winter Games in Vancouver. Speed skater Allison Baver, ice dancer Tanith Belbin, bobsledder Vonetta Flowers and alpine skier Lindsey Vonn are linked with beauty brands Cover Girl, Olay, Olay Quench, Pantene, Secret and Venus. Speed skater Apolo Ohno and snowboarder Lindsey Jacobellis align with Vicks. "Partnering with these world-class athletes further accentuates our commitment to Team USA and P&G's long tradition of helping people achieve their personal best each and every day," says Kirk Perry, P&G's VP for North America. "Each one of these athletes has a unique personality that fits within our brands' equities, and we are confident they will resonante with our target consumers." P&G will sponsor Team USA in the 2012 Olympic Games as well (1"The Rose Sheet" Sept. 7, 2009)
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Marketing In Brief
P&G teams with Olympics: Crest marketer announces it has entered a "far-reaching" global partnership with the U.S. Olympic Committee (USOC), with its support spanning from the 2012 games in London through 2020. Brands participating in the partnership will include Crest, Pantene and Olay, the firm notes in a July 28 release. The new deal continues P&G's support of the USOC, which began with the Vancouver 2010 Olympic Winter Games. As part of the new deal, the firm has committed an additional $50,000 donation to help cover training and expenses for elite U.S. athletes. P&G is also delivering "Proud Sponsor of Moms" programs and will produce a documentary video series leading up to the London 2012 Games called "Raising an Olympian, The P&G Momumentary Project." The series will tell the stories of Olympic hopefuls as seen through the eyes of their moms. "This is about much more than a sponsorship," says P&G Global Marketing and Brand Building Officer Marc Pritchard. "It's about partnering with the IOC to make life better for athletes, moms and their families as we take the Olympic Movement to our four billion consumers around the world." For the Vancouver Games, P&G linked its Cover Girl brand with Team USA athletes including alpine skier Lindsey Vonn (1"The Rose Sheet" Oct. 5, 2009, In Brief)
P&G furthers Olympics support
Procter & Gamble will sponsor the Team USA Family Home, a "home-away-from-home" for Olympic Athletes at the 2010 Winter Games in Vancouver. The home will provide athletes and their families "a place to come together in an inviting and welcoming environment," firm says. Amenities include pampering at the P&G Beauty and Grooming Salon and Spa with "quick refreshes to complete makeovers" by Pantene, Cover Girl, Olay, Venus and Secret and a Crest/Oral B Smile Center. On Jan. 7, P&G announced additional sponsorship deals with Olympians. Athletes affiliated with P&G's Crest brand include pairs skaters Rockne Brubaker and Keauna McLaughlin, speed skater J.R. Celski, hockey player Julie Chu, curler Nicole Joraanstad, skier Julia Mancuso and snowboarder Seth Wescott. Figure skater Sasha Cohen is affiliated with firm's Pepto brand. P&G previously announced marketing collaborations with Olympic athletes Allison Baver, Tanith Belbin, Vonetta Flowers, Lindsey Jacobellis, Apolo Ohno and Lindsey Vonn (1"The Rose Sheet" Oct. 5, 2009)
P&G To Sponsor Team USA Through 2012 Olympic Games
Procter & Gamble will sponsor "the most positively viewed sports property in the United States" under an alliance with the U.S. Olympic Committee, announced Sept. 1