Today we announced the extension of our Olympic Games partnership with the International Olympic Committee (IOC) through Los Angeles 2028, including new global rights with the International Paralympic Committee (IPC) and the Paralympic Games. Over the last 10 years, we’ve used the global reach and relevancy of the Olympic platform to build our business, create customized programs with our retail partners and strengthen our brand and corporate equities. We introduced millions of people to P&G through our iconic “Thank You, Mom” Olympic Games advertising and we’ve used our voice as a sponsor to celebrate the journey athletes take on the road to their Olympic dreams and the many people who have supported them along the way.
As we look to the future, we want to build on this strong foundation and leverage our sponsorship to be a Force for Good and a Force for Growth. Recognizing the opportunity and the responsibility to use our sponsorship of the Olympic Games for broader impact, we are committing to a first-of-its-kind, Citizenship-driven partnership with the IOC. Together P&G and the IOC will commit to take action and to make meaningful progress in the areas of equality and inclusion, environmental sustainability, and community impact, using each of the next four Olympic Games to measure progress.
In the spirit of this new partnership, today we are launching The Measure of Greatness, which shines a light on Olympic and Paralympic athletes and hopefuls who have demonstrated what it means to inspire, not only with their greatness but with their goodness. While Tokyo 2020 has been postponed for a year, athletes are still committed to both following their dreams and helping make the world a better place. We were inspired by the many athletes who have put their own dreams on hold and their disappointment aside and instead stepped up to a different stage in 2020. In The Measure of Greatness, we tell the stories of some of these exceptional athletes who are leading their communities – not through their athletic performances, but through their compassion, humanity and love.
To mark the one-year-to-go milestone of the Olympic Games Tokyo 2020, we are also launching the Athletes for Good Fund, a joint initiative between P&G, IOC and IPC that will issue grants to the charitable organizations that Olympic and Paralympic Games hopefuls are supporting to advance important work against shared citizenship values. The Athletes for Good Fund will award a total of 52 grants over the next year—representing one grant for every week leading up the Opening Ceremony of the Olympic Games Tokyo 2020. Athletes who are working with organizations that are building and serving their communities in the areas of community impact (COVID-19 relief), equality and inclusion, and environmental sustainability are eligible to apply.
We are excited to kick off the next chapter of our Olympic Games sponsorship and look forward to driving meaningful change against shared values through our partnership with the IOC. Together we will step up as a force for good and utilize the Olympic platform to continue to be a force for growth for P&G and its brands, now and in the future.