The company, who are based in·Cincinnati and are the manufacturers of many well-known household brands, including Ariel, Crest and Gillette, plans to extend its dedicated to mums campaign that is the cornerstone of its Olympic marketing campaign to the Paralympics.

In April·P&G UK and Ireland revealed it is to give 90 per cent of its ticket allocation for the London 2012 Olympics to mums and families after research revealed that 70 per cent of mums in the UK did not apply to see the event in the public ballot.

It also plans to give 90 per cent of its ticket allocation for the Paralympics in London to the public.·

"The Paralympic Games is truly inspirational and P&G is delighted to support it for 2012,"·said Irwin Lee, the vice-president and general manager of P&G UK.·

"We see our Proud Sponsor of Mums campaign as an ideal link between what we do as a company and how we can support the Olympic Games, Olympic athletes and the Olympic Movement as a whole.

"We have an 80 year history of supporting mums in the UK and these Olympic Games give us a fantastic opportunity to go out and talk to our consumers about who we are and what we stand for."

P&G were local sponsors of the 2010 Winter Olympics in Vancouver and claim that sponsorship helped boost sales by $100 million (£65 million).

They extended their partnership with the Olympics to become a worldwide TOP sponsor of the International Olympic Committee (IOC) in a $100 million (£65 million) 10-year deal announced last July at a special ceremony in London hosted by Britain's world marathon record holder Paula Radcliffe (pictured) and attended by Michael Phelps' mother.


"Given the success we've seen in other markets, the partnership with the IOC provides a great opportunity and platform from which to talk to consumers directly about the P&G brand and we hope to see similar results in the UK to those we have already seen in Vancouver," said Lee.

P&G is also partnering with fellow Paralympic sponsor Sainsbury to back the "family festival" later this year, called Super Saturday, on September 10.·

The event, to be held on Clapham Common, London, will feature Paralympic athletes appearing with music acts to support and raise money for Paralympic sport.

All money raised will go to the Paralympic Legacy Fund.

Contact the writer of this story at [email protected]


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