Following on from Procter & Gamble’s ‘Proud Sponsor of Mums’ marketing push around the London 2012 Olympics, the FMCG company has now signed up to sponsor the Paralympic Games too.
P&G UK and Ireland vice president and MD Irwin Lee said of the sponsorship: “We want to celebrate the dedication of Paralympic mums who have helped to make their son or daughter’s dream a reality.”
Brands from the company’s portfolio, including Fairy, Pampers and Pantene, will be used to promote the sponsorship while Paralympic athlete Sophia Warner has been named as a campaign ambassador.
P&G has also joined forces with fellow Paralympic sponsor Sainsbury to create the ‘Super Saturday’ family festival which will feature Paralympic athletes and music acts to celebrate Paralympic sports.
Other Paralympic Games sponsors are Adidas, BMW, BP, British Airways, BT, Coca-Cola, EDF, GE, Lloyds TSB, Omega, Samsung and Visa.