P&G goes for Paralympic gold with Tokyo 2020 deal

Personal care and household products giant Procter & Gamble will show gratitude to ‘Moms’ of both Olympic and Paralympic athletes at Tokyo 2020 thanks to a new deal with the Tokyo 2020 Organising Committee.

The Worldwide Olympic Partner has signed as a Gold Partner of the Tokyo 2020 Paralympic Games, taking the total number of Tokyo 2020 Paralympic Partners to 57.

P&G has activated its ‘Thank you, Mom‘ message at five Summer and Winter Olympic Games since Vancouver 2010 as part of its enduring “Official Sponsor of Moms” campaign.

P&G has not always sponsored the domestic Paralympic programmes over the last five Olympic Games. That said, Tokyo 2020 is likely to be the last time that top-tier Olympic partners, like P&G, will make the discretionary decision to sponsor the Paralympics.

The International Olympic Committee said in July that top-tier Olympic partners will receive automatic global rights to the Paralympic Games from 2021.

Sports Sponsorship Insider understands that the finer details of the agreement, including how the rights will be implemented for the Worldwide Partner and domestic programmes, have yet to be finalised but should be signed off by the end of the year.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.