Procter & Gamble, which sponsored the U.S. gymnastics team in the 2008 Summer Olympics in Beijing
, is increasingly becoming a major player in sports sponsorships, the story stated.
According to the story, Procter & Gamble''s deal with the U.S. Olympic Committee comes just a month after the company signed a $10 million sponsorship deal with the National Football League
Procter & Gamble plans to use the Olympic rings to promote 17 of its brands and will start a packaging and an advertising campaign in January 2010, the story noted.
Kirk Perry, Procter & Gamble''s vice president for North America, said: "We expect women to be heavily watching female athletes."
While not yet official, promotions with Olympic athletes will include female athletes from sports such as figure skating and downhill skiing, the story added.