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P&G Expands 2010 Olympic Roster With Ten World-Class Athletes

January 7, 2010: U.S. National Champion figure skating champ and Olympic silver medalist Sasha Cohen and Olympic gold medal snowboarder Seth Wescott are among ten athletes who have signed new marketing deals with Procter & Gamble. Added to six athletes whose deals were unveiled this past September, P&G is now working with a sweet 16 roster of world-class athletes who have either qualified or seek to qualify for the 2010 Games in Vancouver next month.

In addition to Cohen and Wescott, the ten newly signed athletes are Rockne Brubaker (U.S. national champion, pairs skating), JR Celski (world champion, short track speedskating), Julie Chu (world champion, hockey), Chad Hedrick (a gold. silver and bronze medalist at the 2006 Winter Games, long track speedskating), Nicole Joraanstad (U.S. national champion, curling), Julia Mancuso  2006 Olympic gold medalist, alpine skiing), Keauna McLaughlin  (U.S. national champion, pairs skating) and Noelle Pikus-Pace (FIBT world champion, skeleton). Cohen and Wescott both won their Olympic medals at the Winter Games in Turin, Italy, in 2006.

P&G said that marketing alliances for the ten include Brubaker, Celski, Chu, Joraanstad, Mancuso, McLaughlin and Wescott with Crest; Cohen with Pepto; and Hedrick and Pikus-Pace are affiliated with Pampers.

The six athletes who signed with P&G in September are Allison Baver ( U.S. national champion, short track speedskating), Tanith Belbin (Olympic silver medalist, ice dancing), Vonetta Flowers (Olympic gold medalist, bobsled), Lindsey Jacobellis (Olympic silver medalist, snowboarding/boardercross), Apolo Ohno (five-time Olympic medalist, short track speedskating) and Lindsey Vonn (two-time world champion, alpine skiing).

Baver, Belbin, Flowers and Vonn are united with such beauty brands as Cover Girl, Olay, Olay Quench, Pantene, Secret and Venus. Jacobellis and Ohno are aligned with Vicks.

The athletes will be "fully integrated across numerous marketing channels including advertising, public relations, in-store merchandising, mobile, digital and direct mail," according to P&G.

 The Cincinnati-based company in September signed a 17-brand marketing deal across five USOC sponsorship categories for the 2010 Olympics and 2012 Summer Games in London. The 2010 Winter Olympics will be held Feb. 12-28.

“The addition of these world-class athletes to our current roster further accentuates our commitment to Team USA and the USOC partnership,” Kirk Perry, vp-North America for P&G, said in a statement. “We are so proud to be affiliated with athletes who are achieving their personal best, while P&G products help them and people around the world achieve their personal best every day.”

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