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Volume 24 No. 156
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Procter & Gamble, Kellogg's Choose To Not Renew Sponsorships Of USA Gymnastics

P&G and Kellogg's, two of USA Gymnastics' largest corporate partners, "have not renewed their sponsorship deals" with the governing body amid "one of the worst sexual abuse scandals in American sports history," according to Scott Reid of the ORANGE COUNTY REGISTER. P&G Associate Dir of Media Relations and Social Media Tressie Rose said, “Our previous partnership terms with USAG have been fulfilled. We will evaluate whether to renew our partnership next spring, in light of our longer term priorities and continued actions on their part" (ORANGE COUNTY REGISTER, 12/15). A Kellogg's spokesperson said its deal ended at the end of '16, and "at this point, we have not renewed but will assess the USAG for 2020 Summer Games. Our focus right now is on activating our Winter Olympics sponsorship” (WASHINGTON POST, 12/15). Reid notes the moves come against the backdrop of former USA Gymnastics Dr. Larry Nassar "pleading guilty to federal child pornography charges and state sexual assault charges in Michigan." USAG in a statement said, “Although our contract for the last term with Kellogg’s and Procter and Gamble ended in 2016 and 2017, respectively, we are exploring opportunities with both companies about joining with us in further building a culture of empowerment.” Reid notes NBC, AT&T, Under Armour, Hershey’s and Chobani yogurt "continue to be listed as corporate sponsors" by USAG. But P&G and Kellogg’s, along with NBC, "were the corporate sponsors most closely identified with USA Gymnastics." P&G "replaced Visa as the name sponsor for the sport’s national championships" prior to the '13 season. Kellogg’s sponsored the “Kellogg’s Tour of Gymnastics Champions” in '16 and the similar nationwide tour in '12 featuring U.S. Olympic champions and medalists (ORANGE COUNTY REGISTER, 12/15).