Procter & Gamble plan to capitalise on the Olympics’ appeal to women by running television advertisements for its beauty brands, including Olay, Pantene and Secret, during the Games.

Olympic logos will appear on packaging and in-store displays to promote other products, like Charmin, Febreze and Scope.

Last month the company signed a similar partnership with the National Football League.

The multi-year NFL agreement includes 13 “Official Locker-Room Products,” from Gillette to Febreze.

Last year Procter & Gamble sponsored the US gymnasts at the Olympics in Beijing.

 

Consumer research has shown that the Olympics appeal particularly to women, teenagers and adults ages 18 to 34, said Kirk Perry, vice president for North America at Procter & Gamble, the world’s largest consumer products maker, with a portfolio of roughly 300 household, beauty and health care brands

He said: “That encompasses our consumer base.

"It connects at every income level.

"It is such an iconic and important event.

“Our partnership with the USOC furthers our commitment and long tradition of helping people achieve their personal best each and every day."

Lisa Baird, the chief marketing officer at the United States Olympic Committee (USOC), said: "The Olympics are centred around storytelling.

"Women love it."

 "It’s a very significant sponsorship for us.”

 

Corporate sponsors accounted for 46 per cent of the USOC's revenue between 2005 and 2008, but since the close of the Beijing Olympics last summer, at least six companies - including longtime supporters like Bank of America and Kodak - have declined to renew their sponsorships as the worldwide economic crisis has taken effect.