By Duncan Mackay in London
British Sports Internet Writer of the Year

July 28 - Procter & Gamble have officially signed a $100 million (£65 million) deal to become the 11th TOP sponsor of the International Olympic Committee in a far-reaching partnership that encompasses the next five Games, starting with London in 2012, it was announced here today.

As revealed on insidethegames last week, P&G will become an official Olympic worldwide partner in the "personal care and household products" category through to 2020, including for the London 2012 Olympic Games, Sochi 2014 Olympic Winter Games and the Rio 2016 Olympic Games, as well as for the 2018 Olympic Winter Games and the 2020 Olympic Games, for which the host cities have yet to be elected.

As part of the agreement, P&G will also partner the IOC and the National Olympic Committees around the world.

IOC President Jacques Rogge said: "Procter & Gamble is a first-class company, and we are absolutely delighted to announce that we will be partnering with it until 2020.

"P&G’s global reach and consumer insight will be a real boost in our efforts to communicate the Olympic values to a worldwide audience, and its financial support over the next decade will benefit the entire Olympic Movement, including the athletes themselves."

The deal is an expansion of P&G's sponsorship of the United States Olympic Committee (USOC) that proved so successful in Vancouver earlier this year.

The deal with the USOC resulted in increase favourability ratings, greater market share and nearly $100 million in incremental sales, P&G claimed.

"P&G is proud to support the Olympic Movement for the next 10 years,” said P&G Global Marketing and Brand Building Officer, Marc Pritchard.

"This partnership will allow us to continue building our business around the globe by offering all of our brands an opportunity to leverage the marketing power of the Olympic Movement.

"But, this is about more than just a sponsorship.

"We will utilise this partnership to further deliver on our purpose-inspired growth strategy to improve more lives, more completely around the world with a focus on making life better for athletes, mums and their families.

"We know four our succesful results in Vancouver that this is much more than a sponsorship.

"For P&G, it's about partnering with the IOC to make life better for athletes, mums and their families as we take the Olympic Movement to our four billion customers around the world that our brands already serve."

P&G now plan to roll-out their successful "Proud Sponsor of Moms" campaign that helped familes of US athletes travel to support their children in Vancouver.

As part of the launch, compered by Britain's world marathon record holder Paula Radcliffe, the mothers of successful athletes, including Usain Bolt and Michael Phelps, were on hand and were given special gifts.

It has already agreed to help 25 mums from around the world travel to the inugurual Summer Youth Olympic Games in Singapore next month with their travel and lodging costs covered so that they can watch their children compete.

IOC Marketing Commission chairman Gerhard Heiberg said: “P&G has become the 11th partner to join the TOP programme in this cycle, and we already have eight partners through to 2016 and five partners through to 2020.

"In its 25th year, the TOP programme continues to grow and develop, and the long-term support provided by our partners is essential for the strength and stability of the entire Olympic Movement.”

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 Procter & Gamble to be unveiled as latest IOC sponsor for London 2012