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IOC And P&G Extend Partnership Through LA 2028 Olympic Games


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he International Olympic Committee (IOC) and Procter and Gamble (P&G) have confirmed an extension of their partnership for the next four Olympic and Paralympic Games through to Los Angeles 2028.

As part of the extension following on from the last 10 years of the partnership, the IOC and P&G have established the Athletes for Good Fund, to grant support for athlete causes that are advancing work with shared values: equality and inclusion, environmental sustainability, and community impact.

IOC president, Thomas Bach, said for the first time, P&G has also secured the global marketing rights to the International Paralympic Committee (IPC) and Paralympic Games through the IOC-IPC long-term collaboration agreement.

“Procter & Gamble has been a true partner to the IOC and a powerful force in supporting the ideals of the Olympic Movement,” Bach said.

“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,” he said.

P&G chief brand officer, Marc Pritchard, said as part of the deal, P&G will lend its expertise to the IOC on how to grow, accelerate and bring innovation to the IOC’s digital capabilities, products, and assets.

“As a ‘TOP Partner’ of the IOC for the past 10 years, are extremely proud of the work we’ve done together,” Pritchard said.

“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.

“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,” he said.

The Athletes for Good Fun will award a total of 52 grants over the next year, representing one for every week leading up to the opening ceremony of the Olympic Games Tokyo 2020 in 2021.

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