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The IOC and Procter & Gamble announce an extension to their Worldwide Olympic Partnership through 2028

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- In a first-of-its-kind, citizenship-driven partnership, P&G and the IOC pledge to take action to make progress in key areas: equality and inclusion, environmental sustainability and community impact

- Athletes for Good Fund established to grant support for athlete causes that are advancing important work with shared values

- Agreement encompasses global rights to the IPC and Paralympic Games for the first time

- At One Year to Go mark, P&G launches new film series The Measure of Greatness, which celebrates Olympic and Paralympic athletes and hopefuls leading with love

As the world marks one year to go until the Olympic Games Tokyo 2020, the International Olympic Committee (IOC) and Procter & Gamble (P&G) have affirmed the company’s commitment to the Olympic and Paralympic Movements with confirmation of its Worldwide Partnership for the next four Olympic and Paralympic Games. Building upon the success of the last 10 years of partnership and the values shared by both organisations to improve life and create a better world, the IOC and P&G 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 to Los Angeles 2028. 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, under which the IOC oversees the IPC and Paralympic Games commercial programmes.

IOC President Thomas Bach said: “Procter & Gamble has been a true partner to the IOC and a powerful force in supporting the ideals of the Olympic Movement. As we mark one year to go until the Olympic Games Tokyo 2020, we are delighted to announce that we will be “stronger together” with P&G until 2028. Looking to the future, we have prioritised clear purpose-led initiatives that support the IOC’s vision of building a better world through sport.”

“As a TOP Partner of the IOC for the past 10 years, we are extremely proud of the work we’ve done together,” said P&G Chief Brand Officer Marc Pritchard. “As we look forward to the next decade, we recognise the opportunity and the responsibility to use our sponsorship of the Olympic Games for broader impact. In the spirit of the Olympic Movement, 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.”

As a global Partner, P&G will continue to support the Olympic and Paralympic Games Tokyo 2020, as well as the Olympic and Paralympic Winter Games Beijing 2022, the Olympic and Paralympic Games Paris 2024, the Olympic and Paralympic Winter Games Milano Cortina 2026, and the Olympic and Paralympic Games Los Angeles 2028.

As part of the partnership, P&G will lend its expertise and thought leadership to the IOC on how to grow, accelerate and bring innovation to the IOC’s digital capabilities, products and assets. This effort supports the IOC’s strategy to engage people with the Olympic brand and maintain long-term relevance both during and outside Games time.

Jiri Kejval, IOC Marketing Commission Chair, said: “This extension to our agreement with P&G is another clear sign of the enduring appeal of the Worldwide Olympic Partner programme, as well as the commitment of our Partners to support and promote the Olympic values globally. By redistributing 90 per cent of the revenues it generates, the IOC is able to support sport and athletes around the world, all year round.”

The original article can be found here.

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