FMCG giant Procter & Gamble and the International Olympic Committee (IOC) have formed a global partnership covering the next five Olympic Games.

P&G brands such as Olay, Ariel and Duracell will sponsor not just teams but also the families of athletes, as per a campaign rolling out for this year’s Vancouver Winter Olympics, in which P&G is using the line: ‘Proud Sponsor of Moms’.