26 June 2014

British Athletics today announced that another global Company, Procter & Gamble, has thrown their support behind athletics – the number one Olympic and Paralympic sport.

The partnership, a natural extension of the P&G Olympic and Paralympic Thank You Mum campaign, will see P&G become the Official Advertising Partner of British Athletics.

As well as utilising the 25 hours of live terrestrial TV coverage to drive awareness, P&G will use the partnership to build consumer engagement through a number of their brands. P&G is the name behind some of Britain’s favourite household names including Pampers, Gillette and Duracell.

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.

“The Sainsbury’s Series provides a fantastic family day out and a real chance for our partners to connect with their key audience.”

Roisin Donnelly, Marketing  Director, P&G UK:

“We’re delighted to be involved with British Athletics – it sits naturally alongside our 10 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”.