Olympic sponsor P&G has joined the athletes of the USSA on the path to Sochi.
PARK CITY, UT (June 17) – Longtime U.S. Olympic Committee partner Procter & Gamble (P&G) will add skiing and snowboarding to its Olympic portfolio, as the U.S. Ski and Snowboard Association announced a multi-year partnership that will extend through the 2014 Olympic Winter Games in Sochi and the 2015 International Ski Federation Alpine World Ski Championships in Vail/Beaver Creek. Select P&G brands will be engaged in event activation at Olympic qualifying events, advertising on the USSA’s NBC broadcasts and a wide range of athlete interaction and content development.
The U.S. Ski and Snowboard Association announced a multi-year partnership with Olympic sponsor Procter & Gamble.
The partnership will include activation by select P&G brands around select USSA Olympic qualifying events including the Sprint U.S. Grand Prix plus Audi FIS Alpine World Cups in Beaver Creek and Aspen, CO.
P&G will also align itself with select USSA athletes in a partnership that covers the U.S. Ski Team, U.S. Snowboarding and U.S. Freeskiing brands. Athlete engagement is expected to include advertising during the Games.
The partnership will also include advertising in the USSA’s NBC broadcasts plus content development, allowing P&G to build relationships with ski and snowboarding fans before the Olympics.
At the 2010 Olympics in Vancouver, 17 U.S. skiers and snowboarders won a record 21 medals.
Skiing and snowboarding account for 50% of the medal events at the Olympic Winter Games, growing for 2014 with the addition of new events including halfpipe skiing, slopestyle skiing and snowboarding plus women’s ski jumping.
Broadcast coverage of P&G sponsored USSA events will be featured on NBC, NBC Sports Network and Universal Sports Network, along with the USSA Network on YouTube.
QUOTES Michael Jaquet, Chief Marketing Officer, U.S. Ski and Snowboard Association Partnership with Olympic sponsors like Procter & Gamble are important in bringing brands closer to the athletes and the nationally-televised events that lead up to Sochi. Because the USSA represented seven different sports, it’s an especially good opportunity for P&G to be able to align its many different brands with the range of demographics our sports represent, closely aligning them to carry out promotions directly into the Games.
Janet Fletcher, Procter & Gamble Procter & Gamble brands have impacted many USSA athletes and their families along their journey, so it is our honor to make the partnership official. In addition, the USSA accounts for a large portion of athletes at the Olympic Winter Games, which integrates well into P&G’s ongoing Olympic sponsorship.