Procter & Gamble Signs 10 More U.S. Olympians To Sponsorship Deals

Procter & Gamble has signed 10 more U.S. Olympic athletes to marketing deals ahead of February's Vancouver Games. The deals, which will extend through the '10 Games, come after P&G in September announced agreements with six other U.S. Olympians. The athletes will be integrated across multiple marketing platforms in support of P&G's 17-brand marketing partnership with the USOC (P&G). The athletes will be part of "integrated campaigns with advertising, public relations, in-store merchandising, mobile, digital and direct mail." P&G said that the new promotions will cover three company brands: Crest, Pepto and Pampers (MARKETING DAILY, 1/8 issue).

FOR WHOM THE BELL TOLLS: Canada-based telecommunications company Bell Thursday said that it will operate a 3,000-square-foot Ice Cube pavilion in Vancouver during the Olympics. The facility will "showcase Bell products and feature" more than 20 HD TVs broadcasting live events. The pavilion also will offer "live entertainment and public interviews with Olympic athletes" (VANCOUVER SUN, 1/8).