Procter & Gamble will use its Olympic and Paralympic sponsorship to campaign for racial equality after extending its backing of the Games through 2028.
Marc Pritchard, chief brand officer for P&G, calls the extended partnership "a first-of-its-kind citizen-driven partnership focusing on the areas of equality and inclusion, environmental sustainability and community impact."
P&G is marking a year until the start of the delayed Tokyo Olympics with a video campaign — “The Measure of Greatness” — that shows how athletes they sponsor have helped their communities this year. It features 100-meter freestyle Olympic champion Simone Manuel, the first Black woman to win an individual swimming medal at the games, highlighting racism she has encountered.
“What we’re always looking for is ways to help people start conversations," Pritchard said. “Because conversations always lead to understanding — not always, hopefully. We’d like to believe they do. That understanding can lead to empathy if they can lead to action and then things get better,” he states in an Associated press story.
P&G is also launching an “Athletes for Good Fund” with the IOC and International Paralympic Committee to issue 52 grants over the next year to assist with the COVID-19 recovery in communities, environmental sustainability, and equality and inclusion.
Prtichard adds that "over the last decade, our sponsorship of the Olympic Games has become one of our most effective global platforms through the universal and unifying power of sports, the pride people have in the athletes and the families representing them, and the stories of individual and collective success in competition and beyond. Connecting these meaningfully and authentically has benefitted P&G and our brands where it matters most – with consumers and customers around the world."