As part of an extended eight-year agreement with the International Olympic Committee (IOC), Procter and Gamble (P&G) has secured marketing rights for the first-time to the International Paralympic Committee (IPC) and Paralympic Games from 1 January 2021.
Building upon the success of the last 10 years of partnership with the IOC, P&G through this new agreement with the IOC and IPC are committing to a first-of-its-kind, citizenship-driven partnership to advance important work in key areas – equality and inclusion, environmental sustainability and community impact– through Los Angeles 2028.
“As we look forward to the next decade, we recognise the opportunity and the responsibility to use our sponsorship of the Olympic and Paralympic Games for broader impact,” said P&G Chief Brand Officer, Marc Pritchard. “In the spirit of the Olympic and Paralympic Movements, we’re making a shared commitment through our partnership to create positive change in the world in the areas of equality and inclusion, environmental sustainability and community impact. We will use each of the next four Games as a milestone to measure progress and leave a meaningful legacy behind.”
Andrew Parsons, IPC President, said: “We are extremely excited that P&G has secured marketing rights to the IPC and Paralympic Games for the very first time. This new partnership is a direct consequence of the IOC-IPC long-term collaboration agreement and will help communicate the transformational impact of the Paralympic Movement to a whole new audience.
“There is great synergy between our vision to make for an inclusive world through Para sport and P&G’s commitment to create positive change in the world in areas such as equality and inclusion and we are looking forward to working together in the years to come.”
As a Worldwide Paralympic Partner, P&G will support the Tokyo 2020 Olympic and Paralympic Games, as well as the Beijing 2022 Olympic and Paralympic Winter Games, the Paris 2024 Olympic and Paralympic Games, the Milano-Cortina 2026 Olympic and Paralympic Winter Games, and the Los Angeles 2028 Olympic and Paralympic Games.
Athletes for Good Fund
As part of P&G’s next chapter of Olympic and Paralympic partnership, 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 that Olympic and Paralympic Games athletes and hopefuls are supporting to advance important work against shared core citizenship values. The Athletes for Good Fund will award a total of 52 grants over the course of the next year through an application process on the IOC’s Athlete365 platform—representing one for every week leading up the Opening Ceremony of the Olympic Games Tokyo 2020. Olympic and Paralympic athletes and hopefuls who are working with organisations 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.
The Measure of Greatness
In celebration of the one-year-to-go mark to the Tokyo 2020 Olympic and Paralympic Games, P&G through a digital video series entitled The Measure of Greatness will highlight the stories of Olympic and Paralympic athletes and hopefuls from around the world who are stepping up to take meaningful action to serve their communities in 2020.
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