Procter & Gamble has resumed its sponsorship of USA Gymnastics, a partnership severed nine years ago following revelations of widespread sexual abuse within the organization. The multi-year deal, announced Thursday, extends through the 2028 Summer Olympics in Los Angeles, marking the first time a major sponsor has re-committed to USA Gymnastics since the scandal involving former team doctor Larry Nassar came to light.
The return of P&G, a Worldwide Olympic Partner since 2012, signals a potential turning point for USA Gymnastics, which filed for Chapter 11 bankruptcy in 2018 amid hundreds of lawsuits and a $380 million settlement. The Nassar scandal led to the departure of numerous sponsors, including AT&T, Under Armour, Hershey, and Kellogg’s, leaving the organization without significant non-endemic support for approximately four years.
USA Gymnastics has recently begun to rebuild its commercial relationships, securing sponsorships with brands like Oofos, Prevagen, Core Hydration, Nike, Xfinity, Samsonite, and Hormel Foods’ Skippy. However, P&G’s decision to return holds particular weight, according to USA Gymnastics President and CEO Kyle Albrecht. “From a standpoint of the portfolio of brands we’re now with, it showcases who we are, the confidence these brands have in us, and the story we have to tell about our trajectory,” Albrecht said. He credited former USAG President Li Li Leung and VP/Partnerships Kelly Feilke with laying the groundwork for the agreement.
The sponsorship deal was negotiated directly between P&G and USA Gymnastics, without the involvement of external agencies. Albrecht emphasized the commercial opportunity presented by the 2028 Los Angeles Olympics, stating, “a hometown Olympics is a once-in-a-generation commercial opportunity for us.”
Although the specifics of P&G’s activation plans remain under development, the company will have a “significant presence” within USA Gymnastics televised events, including presenting sponsorship of the women’s team selection show this fall. During its previous sponsorship from 2013 to 2017, P&G brands such as Cover Girl, Gillette Venus, and Secret deodorant were prominently featured.
Dave Mingey, former SVP/head of commercial partnerships for U.S. Olympic and Paralympic Properties, noted the significance of the sponsorship as a validation of USA Gymnastics’ recovery efforts. “Over the last few years, Li Li Leung did a tremendous job there in what was obviously a very difficult environment,” Mingey said. “They won back the trust and support of the athletes and then have clearly been able to go back into the commercial marketplace with some success, returning them to being one of the country’s top NBGs.”
P&G’s current designation under the modern agreement is “Official Partner.” The company’s broader activation strategy, including which of its numerous brands will be involved, has not yet been disclosed.
