P&G Announce Multiple Brand Sponsorship of 2012 Paralympics

June 14, 2011

The London 2012 Paralympic Games has secured an official partnership from P&G UK, which aims to use its portfolio of brands to promote the Games. 

Irwin Lee, vice president and managing director, P&G UK and Ireland, said: “The Paralympic Games is truly inspirational and P&G is delighted to support the London Paralympic Games in 2012. 

“As the ‘Proud Sponsor of Mums’, we want to recognise and celebrate the dedication of Paralympic Mums who have helped to make their son or daughter’s dream a reality.”

The announcement marks the first ever sponsorship to include multiple brands under one sponsor, including 24 P&G brands generating over US$1bn in annual sales, with participating brands including Pampers, Fairy, Ariel, Pantene and Olay.

Sebastian Coe, chair of the London 2012 Organising Committee of the Olympic Games and Paralympic Games (LOCOG) added: “I’m thrilled that P&G have extended their sponsorship to the Paralympic Games. P&G has some of the world’s most recognisable brands under its name and it’s great to know they will help us inspire and educate people around the world about the power of the Paralympic Games.”

In addition, P&G will partner with fellow Games partner Sainsbury’s to host ‘Super Saturday,’ a family festival which will bring together top Paralympic athletes and the world’s biggest music acts to celebrate Paralympic sports on September 11 at Clapham Common, London. 

The festival will raise awareness of the Paralympic Games with all proceeds will go to The Paralympic Legacy Fund and Paralympic athlete and P&G ambassador, Sophia Warner said: “I’m delighted to be an ambassador for the P&G Proud Sponsor of Mums campaign for the London 2012 Paralympic Games. 

“As both a mum and an athlete, I’m incredibly excited about being part of this once in a lifetime experience, and I’d urge mums and families to get behind the Games too.”

P&G has a variety of activities planned which will give mums and their families a chance to win thousands of tickets over the course of the next 14 months – the first activity sees 2,012 tickets being given to the public between now and 31st October 2011. Customers will have the chance to win tickets and attend the event every time they purchase a P&G product through major retailers.