British Athletics Agrees P&g Partnership

Proctor & Gamble has confirmed a new deal to become an official ‘advertising partner’ of British Athletics, with the consumer goods brand set to drive awareness of a number of its major brands, including Pampers, Gillette and Duracell, during athletics broadcasts on UK terrestrial TV. 

P&G is already an Olympic TOP partner and will sponsor the inaugural European Games in Baku next year, while the likes of Mark Cavendish, Jessica Ennis and Chris Hoy served as P&G ambassadors during the London 2012 Olympics.

British Athletics’ chief executive Niels de Vos said: ‘It is a great honour for the number one Olympic and Paralympic sport to team up with some of Britain’s leading brands. It is exciting to have a huge global company on board as an advertising partner and they can clearly see the benefits of utilising sport – and specifically athletics – for consumer engagement.’

Roisin Donnelly, the marketing director of P&G UK, added: ‘We’re delighted to be involved with British Athletics – it sits naturally alongside our ten-year partnership with the International Olympics Committee.’

‘Sport is amongst the most powerful communication platforms to connect with parents and celebrate values that are also at the core of P&G brands – excellence, friendship, inspiration.’