Drawing on its extensive range of household and personal care brands, P&G will help meet the everyday demands of up to 22,250 athletes and staff within the Olympic and Paralympic Village, offering a range of accessible and inclusive products and services.
This includes, for the first time in the history of the Olympic and Paralympic Games, supporting a nursery within the Olympic Village, which will provide a comfortable and convenient environment for athlete parents to spend time with their babies and young children during the Games. With support from P&G’s Pampers® brand, the Olympic Village nursery will offer access to high quality nappies and wipes, while also providing a space for playtime and family bonding.
The nursery, which forms part of an ongoing commitment from the IOC and IOC Athletes’ Commission to ensure that parent athletes are cared for and supported at the Games, will be conveniently located in the non-residential area in the Olympic Village Plaza, and open from 9 a.m. to 9 p.m. daily.
“Many athletes are balancing their sporting careers and family. I know how this feels as I competed at the 2014 Olympic Winter Games as a mother with a young child,” said IOC Athletes’ Commission Chair Emma Terho.
Emma TerhoIOC Athletes’ Commission ChairPregnancy and motherhood don’t have to mean a career end for female athletes. I am very grateful for the strong support of P&G from the first day our Commission put forward the suggestion. It is very helpful for both parents and infants to be able to spend time together, especially at such an important moment in an athlete’s sporting life. This nursery allows that to happen, while also giving athletes the opportunity to focus on the Games.
According to five-time Olympic cycling gold medallist Laura Kenny, whose son was just three when she competed at the Olympic Games Tokyo 2020, the Village nursery will provide athlete parents with a valuable resource during the Games.
“It’s incredible to see P&G brands recognise what matters most to athletes and show up for them during the Olympic and Paralympic Games in meaningful ways,” she said.
Laura KennyOlympic cycling gold medallistFor athletes who are also juggling their role as parents, connecting with their babies in an accessible space like the nursery supported by Pampers® will be an amazing resource, providing valuable support to Olympic and Paralympic athletes during Games time.
In addition to the Olympic Village nursery, P&G brands Pantene®, Head & Shoulders®, Mielle®, Gillette®, Braun®, Ariel and Oral-B® will support a range of services across the Olympic Village, including the beauty and grooming salon, laundry rooms and dental clinic. P&G will also provide complimentary period protection products in the bathrooms throughout the Village, plus a Welcome Kit for all athletes featuring several P&G brands.
“P&G’s commitment to providing a broad range of essential services and products within the Athletes' Village exemplifies our shared vision of supporting athletes in their pursuit of excellence,” said Anne-Sophie Voumard, Managing Director of IOC Television & Marketing Services. “The introduction of the Olympic Village nursery, a first in the Games' history, highlights our dedication to inclusivity and athlete well-being, ensuring that athlete parents have the necessary support to compete at their best. P&G’s efforts not only enhance the Games-time experience but also align with the IOC's mission to promote a more inclusive and supportive environment for all participants.”
Wide-ranging Olympic marketing campaigns
In addition to the products and services it will offer athletes during Paris 2024, P&G is also leveraging the unique platform provided by the Games to launch several Olympic-themed marketing initiatives for its brands.
These include Always, as the Official Period Product of Paris 2024, running the “It's a New Period” campaign, which is aimed at addressing and eliminating period anxiety in the world of sport.
The cultural relevance of the Olympic and Paralympic Games provides a strong platform for P&G brands and retailers to come together to engage consumers to drive the business. In total, P&G brands will operate across more than 150 retailers worldwide for in-store and online activations for Paris 2024.
“Every day, P&G brands provide consumers with high performance products that they trust to meet their daily household and personal care needs for themselves and their families,” said P&G Chief Brand Officer Marc Pritchard. “That inspired us to prominently feature how those superior performing products serve athletes, families and fans so they can focus on achieving their personal best whether on the Olympic or Paralympic stage or in those everyday moments in life that matter.”
P&G has been a Worldwide Olympic Partner since 2010. In July 2020, P&G announced the extension of its worldwide partnership with the Olympic Games through to Los Angeles 2028, including global rights with the International Paralympic Committee (IPC) and the Paralympic Games. Since becoming a Worldwide Olympic Partner, P&G and its brands have partnered with more than 500 athletes to shine a light on their daily commitment to be the best they can be, on and off the field, just as P&G brands commit to delivering superior performance for people who count on them in their everyday lives.
