Olympic Games: Procter & Gamble extends a TOP global partner of the IOC until 2028

Procter & Gamble (P&G), an American consumer goods group (hygiene and beauty products), has extended its status as a TOP global partner of the IOC (first level) until 2028 and the Los Angeles Olympics, announced the International Olympic Committee on 22/07/2020. P&G has been a partner of the International Olympic Committee since 2010. The agreement for the 2010-2020 cycle was valued at between $150-$200m (between €114-€153m in 2010).

The agreement includes the global marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games for the first time. Through this agreement, P&G is launching the "Athletes for Good Fund" an Olympic and Paralympic Athlete Fund as well as a digital video series (see below).

"In a first-of-its-kind, citizenship-driven partnership, P&G and the IOC pledge to take action to make progress in key areas: equality and inclusion, environmental sustainability and community impact," explained the IOC, while the American group remains committed to the Tokyo 2020 Olympic Games in 2021.

"P&G will lend its expertise and thought leadership to…