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Media & Entertainment Law

: Sports Biz

P&G Signs On as US Olympic Sponsor

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Reversing a recession induced trend, the US Olympic Committee has landed a major new sponsor.  Proctor & Gamble has signed on as a new sponsor and we will now see the USOC logo and the Olympic rings on 17 different P&G brands but especially on brands that appeal to women. The Olympics is one of the few sporting events that holds particular appeal to women.

The amount of the sponsorship has not been disclosed, however, P&G has signed on as an Olympic Partner, a sponsorship level at which companies typically pay between $15-$25 million for four years.  By signing on now, P&G will get the benefit of being an Olympic sponsor during the run-up to the 2010 Winter Olympics in Vancouver, which should do very well in terms of TV ratings, being in a TV friendly time zone.

The deal includes individual athlete partnerships; digital, print and television advertising, and Team USA-logo merchandising.

Full post as published by Sports Biz on September 02, 2009 (boomark / email).

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