Rio 2016 Sponsor Profile

TOP Sponsor — Procter & Gamble
Personal and Household Goods

TOP Sponsor - Procter & Gamble


TV Ad Support

Continuing its “Thank you, Mom” campaign, P&G’s 2016 “Strong” theme features the tagline “It takes someone strong to make someone strong.” For background and inspiration, P&G interviewed the mothers of Olympic athletes Simone Biles, Alex Morgan, Ashton Eaton, Lex Gillette and Allyson Felix about their paths to stardom and the challenges they faced in the athletes’ early days.

Six P&G brands have produced Olympic-related spots as well:

Gillette’s “Perfect Isn’t Pretty” looks at the training regimens of star Olympians Neymar Jr (Brazil, soccer), Ning Zetao (China, swimming), Ashton Eaton (U.S., track & field), and Andy Tennant (Great Britain, cycling, who did not make his national team). Singer/songwriter Sia wrote a custom song for the three-minute video featuring all four athletes.

The Venus brand’s video features Gabby Douglas as part of a campaign entitled “Moves Like No Other, which highlights not only the gymnast’s unique moves, but also the flexibility of Venus razors.

Bounty’s spot features U.S. track and field gold medalist Allyson Felix needing to be faster than her dog, Chloe, at home.

Tide’s video features U.S. gymnast Simone Biles, noting her diminutive size but incredible power and making the connection to Tide Pods.

Head & Shoulders’ spot features U.S. diver David Boudia.

Pampers’s spot focuses on babies’ Olympic dreams.

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Digital/Social Leveraging  

P&G has posted a host of Olympic-inspired content on its consumer website PGeveryday.com, while individual brands are using their websites and social channels to showcase their Olympic ad spots and athlete partnerships.

For example, The Venus brand’s Facebook page contains its #MovesLikeNoOther Gabby Douglas video, a Buzzfeed video the brand sponsored that compares Douglas’ schedule to that of a typical girl. The brand also has posted about its partnership with the “Fab IV,” the Canadian women’s diving team. The cover photo was also changed to highlight their campaign. On Twitter, Venus created and posted Douglas-inspired emojis, which can be downloaded for iOS and Android users. On Instagram, Venus posted the #MovesLikeNoOther video and a campaign banner.

Gillette produced a longer-format video telling the story of how Eaton plans to defend his Olympic decathlon gold medal.

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On-Site Activation/Presence

The company has again opened a P&G Family Home in Rio throughout the Games. As in 2010, 2012 and 2014, the home will be outfitted with beauty and grooming treatment options from the P&G family of brands.

Athlete Partnerships

P&G brands are partnering with athletes from 21 different countries (and their moms) to showcase their journey to the 2016 Olympic Games in Rio.

Additional Notes

Although the Always brand’s #LikeAGirl campaign that empowers girls and young women to participate and succeed in sports tags content with the Olympic Rings, it does not have any specific Games-related or Olympic-athlete-related advertising and promotions.

TOP Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Atos
Bridgestone
Coca-Cola
Dow
GE
McDonald’s
Omega
Panasonic
Procter & Gamble
Samsung
Visa

USOC Sponsors

Click on the logos below of the most noteworthy U.S. Olympic Committee sponsors to see the public-facing sponsorship activations of each sponsor.

24 Hour Fitness
AT&T
BMW of North America
BP
Budweiser
Chobani
Citi
DeVry University
Dick’s Sporting Goods
Hershey
Kellogg
Liberty Mutual Insurance
Milk Life
Nike
TD Ameritrade
United Airlines

Rio 2016 Organizing Committee Sponsors

Click on the logos below of the most noteworthy Rio 2016 Games sponsors to see the public-facing sponsorship activations of each sponsor.

Bradesco
Claro
Embratel
Nissan

Return to Rio 2016 Olympic Sponsorship Insights

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