Olympics strike gold with Procter & Gamble deal
Procter & Gamble became the 11th worldwide sponsor for the IOC in a deal that covers the London 2012 Games.
The IOC president described the deal as a "win-win" situation as the global consumer giant will provide the IOC with valuable marketing expertise and, in turn, will see its reach extended. Under the deal, P&G get Olympic branding rights.
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Hide AdMr Rogge, speaking at the announcement in central London, said: "Our mission is to bring sport to the grassroots level especially in developing countries.
"There is something beyond money and that is expertise and knowledge of Procter & Gamble. They are undoubtedly the best marketing company in the world and I am sure we will learn about marketing
from them."