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

by International Olympic Committee
International Olympic Committee Published: Last Updated on 3 Mins read
IOC and Procter & Gamble
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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 long-term collaboration agreement, 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.”

Athletes for Good Fund

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 with 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, and for the athletes facing an extended road to the Olympic Games Tokyo 2020, P&G has honoured all existing athlete partnerships, extending many through to 2021. Through a digital video series entitled The Measure of Greatness, P&G will also 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.

Pritchard continued: “While the world around us may have changed in the last few months, our purpose as an Olympic Games sponsor has not. We’ve always celebrated the journey athletes take on the road to their Olympic dreams and acknowledged the many people who supported them along the way. “

“As part of this new journey to Tokyo, we know that the One Year to Go moment will take on a new meaning for athletes, their families and fans alike. We remain steadfast in our support for athletes, and we are honoured to elevate the stories of exceptional Olympic and Paralympic athletes and hopefuls who have stepped up to lead their communities in 2020, not through their athletic performances, but through their compassion, their humanity and their love.”

(as received on mail)

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