I'll Tumble For Ya: P&G To Announce Deal With USA Gymnastics

By Tripp Mickle, Staff Writer, SportsBusiness Journal

Procter & Gamble and USA Gymnastics (USAG) today are expected to announce a two-year partnership promoting the CoverGirl and Venus brands. Sources valued the deal in the mid-six figures annually. As the exclusive personal care and beauty care partners of USAG, CoverGirl and Venus will have presenting sponsorship rights for the Pacific Rim Championships, more than 30 ad units on seven NBC broadcasts, an online ad presence and hospitality opportunities. "There's a lot of synergy between those brands and our demographic," USAG President Steve Penny said. "This is really the continuation of a longstanding relationship." Gillette began advertising with USAG for women's shaving products in '03,­ two years before it was acquired by P&G. Gillette continued advertising with the sport through last year and helped introduce USAG to the rest of the P&G family, Penny said. USAG struck the partnership, not the governing body's new partner, Wasserman Media Group.