Marketing In Brief

P&G teams with Olympics: Crest marketer announces it has entered a "far-reaching" global partnership with the U.S. Olympic Committee (USOC), with its support spanning from the 2012 games in London through 2020. Brands participating in the partnership will include Crest, Pantene and Olay, the firm notes in a July 28 release. The new deal continues P&G's support of the USOC, which began with the Vancouver 2010 Olympic Winter Games. As part of the new deal, the firm has committed an additional $50,000 donation to help cover training and expenses for elite U.S. athletes. P&G is also delivering "Proud Sponsor of Moms" programs and will produce a documentary video series leading up to the London 2012 Games called "Raising an Olympian, The P&G Momumentary Project." The series will tell the stories of Olympic hopefuls as seen through the eyes of their moms. "This is about much more than a sponsorship," says P&G Global Marketing and Brand Building Officer Marc Pritchard. "It's about partnering with the IOC to make life better for athletes, moms and their families as we take the Olympic Movement to our four billion consumers around the world." For the Vancouver Games, P&G linked its Cover Girl brand with Team USA athletes including alpine skier Lindsey Vonn (1"The Rose Sheet" Oct. 5, 2009, In Brief)