POSTED: July 28th 2010

IOC brings whole new meaning to 'Olympic family' label with new sponsorship

Paula Radcliffe and Dennie Phelps / GettyImages
Paula Radcliffe and Dennie Phelps / GettyImages

Proud Olympic mothers / GettyImages
Proud Olympic mothers / GettyImages

KEIR RADNEDGE / Sports Features Communications

LONDON, Jul 28: A range of celebrity Olympic mothers have been brought on board as the five-rings image of the Olympic Games moves into a wide range of household goods from washing detergent to toothpaste following the IOC’s latest sponsorship.

A 10-year, €100m deal was confirmed in London by IOC president Jacques Rogge and Marc Pritchard on behalf of Procter & Gamble. This latest partnership covers the next five Olympics from London 2012 through the 2020 summer Games.

P&G claims a 22-brand portfolio generating $1bn each and reaching more than 4bn customers worldwide. It was encouraged to step up its Olympic commitment by the response generated by its Team USA partnership at this year’s Vancouver Winter Games.

Rogge said: “P&G’s global reach and consumer insight will be a real boost in our efforts to communicate the Olympic values to a worldwide audience and the company’s financial support over the next decade will benefit the entire Olympic Movement including the athletes themselves.”

Pritchard, the company’s global marketing and brand building officer responded: “We know from Vancouver that this is about much more than a sponsorship – it’s about partnering with the IOC to make life better for athletes, moms and their families as we take the Olympic movement to our consumers around the world.”

Singapore support

The various brands will sponsor athletes and national teams as well as expanding the company's Proud Sponsor of Moms campaign. This will include helping 25 mothers from around the world with travel and lodging costs to attend the forthcoming Youth Olympics in Singapore.

Six mothers specially selected as parents of high-profile Olympians include:  Jennifer Bolt (mother of Jamaican sprinter Usain Bolt), Rosemary Jones (mother of Australian swimmer Leisel Jones), Cao Lihua (mother of Chinese beach volleyball player Xue Chen), Aster Menagesha (mother of Ethiopian long-distance runner Meseret Defar), Debbie Phelps (mother of U.S. swimmer Michael Phelps), Pat Radcliffe (mother of British long-distance runner Paula Radcliffe) and Marlene Shirley (mother of US paralympic sprinter Marlon Shirley).

** IOC president Jacques Rogge said in London he remained confident that whatever cost-cutting the British Government had in mind for later this year "will not diminish in value the London Games."

Keywords · Olympic Games · Youth Olympics · Singapore · mothers · Procter & Gamble

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