SBD/April 4, 2012/Marketing and Sponsorship

Procter & Gamble Announce U.S. Olympic Hopefuls Representing Its Various Brands

Proctor & Gamble today released a list of 28 U.S. Olympic and Paralympic athletes who will be representing 13 of the company's brands in the months ahead. The list features athletes from an array of sports, including sprinter Allyson Felix, swimmer Ryan Lochte, gymnast Jordyn Wieber and taekwondo's the Lopez family. They will represent brands ranging from oral care to Metamucil. P&G VP North American Operations & Marketing Jodi Allen said, "We were looking for athletes with proven track records. Importantly, we wanted athletes who could tell the story and be consistent with the equity of the brands they were going to sponsor." P&G has signed 150 athletes worldwide. Allen said that P&G let its 80-plus brands decide whether or not they wanted to use the company's worldwide Olympic sponsorship in their marketing. Those brands then had the option to select athletes they felt fit their brand. Allen said, "In the coming weeks, you will see brand by brand beginning to tell their stories of athletes and their mom. Look at an athlete like Henry Cejudo. He has a wonderful story of his mom and how she enabled him to achieve what he was able to achieve." P&G also announced a fundraising effort that will be part of its Olympic marketing campaign. It hopes to raise $500,000 to support the newly created P&G Team USA Youth Sports Fund, which will contribute money to NGB-affiliated youth sports organizations as part of the company's effort to raise more than $5M for youth sports worldwide.
OLYMPIC ATHLETE SPORT BRANDS ENDORSING
Henry Cejudo Wrestling Tide, P&G
Natalie Coughlin Swimming Pantene
Ashton Eaton Track & Field P&G
Marlen Esparza Boxing Cover Girl
Janet Evans Swimming Metamucil
Allyson Felix Track & Field Oral Care
Tyson Gay Track & Field Gillette
Sarah Hammer Cycling Tide
Dwight Howard Basketball Duracell
Shawn Johnson Gymnastics Bounty, P&G
Lolo Jones Track & Field P&G
Hunter Kemper Triathlon Duracell
Jennifer Kessy Beach Volleyball Cover Girl
Ryan Lochte Swimming Gillette, P&G
Lopez Lomong Track & Field Tide, P&G
Diana Lopez Taekwondo Duracell, P&G
Mark Lopez Taekwondo Duracell
Steven Lopez Taekwondo Oral Care
Michael Phelps Swimming Head & Shoulders
Alicia Sacramone Gymnastics Beauty Scale, Secret, P&G
Summer Sanders (retired) Swimming Duracell
Brenda Villa Water Polo P&G
Kerri Walsh Beach Volleyball Pampers, P&G
Jordyn Wieber Gymnastics P&G
PARALYMPIC ATHLETE SPORT BRANDS ENDORSING
Kortney Clemons Track & Field P&G
Marlon Shirley Track & Field P&G
Jerome Singleton Track & Field Gillette
Mallory Weggemann Swimming P&G
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