Procter & Gamble to be unveiled as latest IOC sponsor for LO 2012
Procter & Gamble will next week become the latest major multi-national company to sign up as a sponsor of the International Olympic Committee (IOC) in a deal that will include London 2012.
A press conference is scheduled for London next Wednesday (July 28) to announce that P&G, the United States fifth biggest company, will sign a $100 million (£65 million) deal to become the IOC's 11th global sponsor.
The deal will extend the one that P&G signed with the United States Olympic Committee (USOC) last September, which included 17 of the company's barnds, including many used by women, such as Cover Girl, Olay, Pantene and Secret.
"The Olympics is one of the highest-watched sports events by women," P&G's global marketing officer Marc Pritchard said at a recent event. "Sports are one of the ways that families are brought together."