P & G, IOC extend partnership till 2028 Olympics

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Multi-national goods’ corporation Procter & Gamble and the International Olympic Comnay (IOC) say they have entered a partnership to take action to make progress in key areas: equality and inclusion, environmental sustainability and community impact to grant support for athlete causes that are advancing important work against shared values.

The agreement 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.

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 long-term collaboration agreement, under which the IOC oversees the IPC and Paralympic Games commercial programmes.

 “As a TOP Partner of the IOC for the past 10 years, we are extremely proud of the work we’ve done together. 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,” said P&G Chief Brand Officer, Marc Pritchard.

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 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.

In line with the IOC’s mission of supporting athletes and putting them at the heart of the Olympic Movement, 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 to 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.

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