This isn’t a small step. P&G has made a significant commitment to the USOC to leverage 17 brands across categories. They are also layering the Olympic sponsorship with personal endorsement deals with key US athletes. By owning so many categories, P&G hopes to crowd out some potential competition and make a statement. Watch to see them begin to push their association in retail stores and in print ads very soon, to capitalize on the proximity of the 2010 Vancouver winter games, in Canada.

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