Procter & Gamble (P&G) has a "pending sponsorship deal" with the USOC that "will allow it to use the Olympic logo to advertise some of its biggest health and beauty brands," according to David Holthaus of the CINCINNATI ENQUIRER. The agreement, "expected to be announced this month, will be the second major sports sponsorship deal" that P&G has reached in recent weeks. Sources said that the Olympics deal "will be on a scale similar to, or larger than, the agreement P&G announced in early August" with the NFL , which involved 13 P&G brands. The deal with the USOC "will take effect before" the '10 Vancouver Games. P&G has "yet to announce what brands will be involved." The Olympics partnership also "will serve [as] a forum to market to women, as events such as ice skating and gymnastics are geared to their prime-time viewership" ( CINCINNATI ENQUIRER, 8/19 ). SportsBusiness Journal in March cited sources as saying the four-year deal would be worth $10-15M annually.
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