Procter & Gamble Renews IOC Deal Through '28 L.A. Games

Procter & Gamble has renewed its IOC TOP sponsorship for eight more years, ensuring the consumer packaged goods giant will stick around for the ’28 L.A. Games. The deal includes worldwide rights to the Paralympics for the first time under the new long-term strategic agreement between the IOC and IPC. P&G first signed its global sponsorship in '10, and its original 10-year deal was set to expire after Tokyo. In the last decade the brand has become one of the most prominent Olympics voices, earning industry awards for its “Thank you, Mom” campaigns. Terms were not disclosed. As part of the extension, P&G specifically committed to helping the IOC “make progress in key areas: equality and inclusion, environmental sustainability and community impact.”