SBD/June 24, 2013/Marketing and Sponsorship

P&G Renews With USA Gymnastics; Gets Title Sponsorship For Marquee Event

Procter & Gamble is "increasing its commitment to USA Gymnastics through a renewal that makes it the title sponsor of the sport’s marquee event, the U.S. Gymnastics Championships," according to Tripp Mickle of SPORTSBUSINESS JOURNAL. The deal, which sources "valued in the mid- to high six figures annually, runs through 2016 and makes the company USA Gymnastics’ biggest sponsor." The company will receive "more than 20 commercial spots during coverage of the event on NBC and NBC Sports Network and rights to use the USA Gymnastics logo in marketing materials ahead of the Rio Games." It also will "retain the title sponsorship of the Secret U.S. Classic." The company "has the ability to make one of its other brands the presenting sponsor of the P&G Championships." P&G has sponsored the NGB since '08, and the deal is "critical for USA Gymnastics." Visa "had been the title sponsor of the organization’s championships since 2004, but the company this year decided to cut back on its spending with national governing bodies." USA Gymnastics President & CEO Steve Penny said that the deal with P&G will "allow the organization to not only replace Visa but also hit its annual goal" of $3M in sponsorship revenue (SPORTSBUSINESS JOURNAL, 6/24 issue). USA Gymnastics last week also extended its deal with Hilton HHonors.
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