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Procter & Gamble and the IOC Announce Global Olympic Partnership

P&G and the IOC create the most far-reaching partnership to touch and improve more lives

LONDON, UK, 28 July, 2010 – Procter & Gamble and the International Olympic Committee (IOC) today announced the most far-reaching global partnership for the next five Olympic Games from London 2012 through the 2020 Olympic Games.

The breadth of P&G’s portfolio, which includes 22 brands generating $1 billion or more in annual sales, and the depth of P&G’s reach to four billion people worldwide, make this the most far-reaching Olympic partnership. Some of P&G’s most iconic brands participating in the partnership include Pampers®, Tide®, Ariel®, Always®, Whisper®, Crest®, Pantene® and Olay®.

P&G will build upon the success of its Team USA partnership at the Vancouver 2010 Olympic Winter Games which resulted in increased favorability ratings, greater market share and nearly $100 million in incremental sales. The company will leverage the IOC partnership to deliver on its purpose-inspired growth strategy and to help improve the lives of athletes, moms and their families around the world.

“P&G is proud to support the Olympic Movement for the next 10 years,” said P&G Global Marketing and Brand Building Officer, Marc Pritchard. “But, we know from our successful results in Vancouver that this is about much more than a sponsorship. For P&G, it’s about partnering with the IOC to make life better for athletes, moms and their families as we take the Olympic Movement to our four billion consumers around the world that our brands already serve.”

IOC President Jacques Rogge said, “Procter & Gamble is a first class company and we are absolutely delighted to announce we will be partnering with them through 2020. P&G’s global reach and consumer insight will be a real boost in our efforts to communicate the Olympic values to a worldwide audience and their financial support over the next decade will benefit the entire Olympic Movement including the athletes themselves.”

P&G’s portfolio of brands will sponsor athletes and national teams. Corporately, P&G will continue its support of families of Olympians by reapplying on-site activities from the Vancouver 2010 Olympic Winter Games and once again support moms by globally expanding its ‘Proud Sponsor of Moms’ campaign.

P&G will continue helping athletes, moms and families immediately. As part of the ‘Proud Sponsor of Moms’ campaign, the company will continue its ‘Thank You Mom’ program in conjunction with the IOC’s inaugural Youth Olympic Games to be held in Singapore from 14-26 August, 2010. P&G will help 25 moms of Youth Olympians from around the world with their travel and lodging costs so they can be in Singapore with their children as they compete.

To celebrate the dedication and sacrifice of moms, families and their Olympians, P&G will produce a documentary video series called “Raising an Olympian, The P&G Momumentary Project.” The video series will tell the stories of Olympians as seen through the eyes of their Moms. It will be shown leading up to and during the London 2012 Olympic Games and will aim to answer the question, “What does it take to raise an Olympian?”

It is known that P&G-Egypt is the manufacturer of country’s leading household and personal care brands, including: Ariel, Tide, Bonux, Lang, Downy, Fairy, Head & Shoulders, Pantene, Pert Plus, Herbal Essences, Pampers, Always, Camay, Zest, Safeguard, Gillette, Braun, Crest & Oral-B. P&G-Egypt holds the prestigious National Award for Excellence in Quality, awarded by Ministry of Trade and Industry’s Industrial Modernization Center (IMC). P&G was also featured among Hewitt’s list of the Middle-East top ten employers.