British Athletics Announce Partnership with P&G

British Athletics have secured a partnership agreement with Procter & Gamble (P&G), cough which sees the firm become the Official Advertising Partner of British Athletics.

As well as utilising the 25 hours of live terrestrial TV coverage to drive awareness, P&G will use the partnership to build consumer engagement through a number of their brands, which include Pampers, Gillette and Duracell.

British Athletics Chief Executive Niels de Vos said: “It is a great honour for the number one Olympic and Paralympic sport to team up with some of Britain’s leading brands.

“It is exciting to have a huge global Company on board as an advertising partner and they can clearly see the benefits of utilising sport – and specifically athletics – for consumer engagement.”

Roisin Donnelly, Marketing  Director, P&G UK added: “We’re delighted to be involved with British Athletics – it sits naturally alongside our 10 year partnership with the International Olympics Committee.

“Sport is amongst the most powerful communication platforms to connect with parents and celebrate values that are also at the core of P&G brands – excellence, friendship, inspiration”.