Community Matters

P&G Proud sponsor of Mums - London 2012 Paralympic Games and Sainsbury’s Super Saturday

Nathan Homer, P&G UK and Ireland Olympic Projects Director



In June, we announced that we are bolstering our groundbreaking International Olympic Committee sponsorship by becoming an official partner of the London 2012 Paralympic Games. We also welcomed Paralympic athlete, Sophia Warner, as one of our ‘Proud sponsor of Mums’ campaign ambassadors.

Our TOP (The Olympic Partners) sponsorship is already the most expansive in Olympic history – beginning with London 2012, encompassing the subsequent four Olympic Games and stretching across the next 10 years. In our latest move, we have committed our entire portfolio of loved and well-known household brands like Ariel, Fairy, Pampers and Duracell to promote the upcoming London 2012 Paralympic Games.

On Saturday 10th September, we will join Sainsbury’s to host ‘Super Saturday’ – a family festival to bring together top Paralympic athletes and the world’s biggest music acts to celebrate Paralympic sports at Clapham Common, London. With our support, we hope to build awareness of the Paralympic Games and make a lasting contribution with all proceeds going to The Paralympic Legacy Fund.

While they are all separate deals based on the internal designs of the different committees, our partnership with the International Olympic Committee (IOC), the British Olympic Association (BOA), the British Paralympic Association (BPA) and with Sainsbury’s are all part of our efforts to unite the common purpose of our organisations and bring the Olympics and Paralympics to life for our billions of consumers around the world and the millions of homes here in the UK.

We can all use the ambition, talent and sheer determination of Paralympic to inspire the standards that we set ourselves, our brands and our business.

As the ‘Proud sponsor of Mums,’ we will also be using our campaign message to celebrate the dedication of Paralympic mums and their role in helping their son or daughter to pursue their ambitions and fulfil their potential. With so much focus on the athletes during the Olympics we wanted to use our voice to recognise the important role that the mums of these athletes, and mums everywhere play in their children’s lives.

Our entire business has been shaped around improving mums’ lives in small but meaningful ways for the last 80 years in the UK so we thought it only natural to continue to support Mums through our ‘Proud sponsor of Mums’ Olympic and Paralympic sponsorship campaign.

We’re confident that harnessing the marketing power of 19 billion dollar brands across over 30 different product categories in association with The Olympic and Paralympic Games gives us the perfect platform to do this.

You can find out more about our ‘Proud Sponsor of Mums’ campaign through Twitter, our website or via the P&G corporate press office.

Nathan Homer
P&G UK and Ireland Olympic Projects Director

P&G Proud sponsor of Mums partners

“I'm thrilled that P&G have extended their sponsorship to the Paralympic Games. P&G has some of the world's most recognisable brands under its name and it's great to know they will help us inspire and educate people around the world about the power of the Paralympic Games.”

Sebastian Coe, Chair of the London 2012 Organising Committee of the Olympic Games and Paralympic Games

P&G Proud sponsor of Mums people

"I'm delighted to be an ambassador for the P&G Proud Sponsor of Mums campaign for the London 2012 Paralympic Games. As both a mum and an athlete, I'm incredibly excited about being part of this once in a lifetime experience, and I'd urge mums and families to get behind the Games too."

Sophia Warner, Paralympic athlete and P&G ambassador

P&G Proud sponsor of Mums goals

  • Give 90% of our Olympic and Paralympic tickets away to mums and their families over the next year
  • Use the marketing power of 19 billion dollar brands in the UK to promote the London 2012 Olympic and Paralympic Games
  • Build awareness of Paralympic sports in joining Sainsbury’s to host Super Saturday

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