Procter & Gamble returns to USA Gymnastics as top-level sponsor

Procter & Gamble has returned as top-level sponsor of USA Gymnastics in an agreement running through the 2028 Summer Olympics in Los Angeles, according to Sports Business Journal.

The United States consumer goods company previously sponsored USA Gymnastics from 2013 to 2017 before ending the partnership. P&G has been a worldwide Olympic sponsor since 2012, and its agreement runs through 2028.

Kyle Albrecht, president and chief executive at USA Gymnastics who joined at the beginning of this year, credited the deal to former president Li Li Leung, who left in December after six years. "We have a powerful story to tell. We know the millions of households that P&G interacts with. Our ability to introduce gymnastics to those consumers is something we're very focused on," he stated.

Much of P&G's activation remains to be determined, including which household, health and beauty brands will be used in conjunction with the sponsorship. In its prior term as USA Gymnastics sponsor, brands activating included Cover Girl, Gillette Venus and Secret deodorant. So far, P&G's only designation under the new deal is official partner.

P&G brands will have significant presence within USA Gymnastics televised events, including presenting sponsorship of the women's team selection show this autumn.

USA Gymnastics has recently strengthened its commercial portfolio, signing non-endemic sponsors including Oofos, Prevagen, Core Hydration, Nike, Xfinity, Samsonite and Hormel Foods' Skippy brand. The return of P&G as a major consumer goods partner reinforces the organisation's growing commercial momentum ahead of the hometown Olympics.

The partnership marks a significant milestone for USA Gymnastics as it continues to build relationships with major brands in advance of the Los Angeles games.

Read complete partnership and activation details in the full story.