Being a parent at times is difficult enough, let alone when you are an Olympic Athlete. P&G’s leading baby care brand, Pampers®, have introduced the first-ever Olympic Village nursery during Paris 2024. Now, athletes no longer need to worry about the supervision of their children while competing or training during their stay at the Village, making their Olympic experience that little bit less stressful. By offering high-quality nappies, wipes, and a welcoming environment for playtime and family bonding, Pampers® is reinforcing its brand promise of nurturing the healthy and happy development of babies as well as aligning their brand with Olympic needs.
The nursery, part of the IOC and IOC Athletes’ Commission’s ongoing commitment to support and care for parent athletes at the Games, will be situated in the non-residential area of the Olympic Village and will operate daily from 9 a.m. to 9 p.m.
“Many athletes are balancing their sporting careers and family. I know how this feels as I competed at the 2014 Olympic Winter Games as a mother with a young child,” said IOC Athletes’ Commission Chair Emma Terho.
“Pregnancy and motherhood don’t have to mean a career end for female athletes. I am very grateful for the strong support of P&G from the first day our Commission put forward the suggestion. It is very helpful for both parents and infants to be able to spend time together, especially at such an important moment in an athlete’s sporting life. This nursery allows that to happen, while also giving athletes the opportunity to focus on the Games.”
P&G has been a Worldwide Olympic Partner since 2010 and is ever expanding on their involvement and contributions to both the games and the athletes. They draw on their wide portfolio of household and personal care brands to meet the diverse needs of up to 22,250 athletes and staff in the Olympic and Paralympic Village. P&G is not just a sponsor but a key partner in the Olympic journey, enhancing the experience for athletes, all while aligning its brand with the global values of unity, excellence, and respect celebrated at the Olympic and Paralympic Games.
The cultural significance of the Olympic and Paralympic Games offers a powerful platform for P&G brands and retailers to collaborate in engaging consumers and driving business growth. For Paris 2024, P&G brands will be featured in over 150 retailers worldwide through both in-store and online activations. This enhances brand visibility and consumer engagement, driving business growth while also reinforcing P&G’s commitment to the Olympics.
International events like the Olympic and Paralympic Games are perfect outlets for brands to realign and reshape themselves. They provide a unique opportunity for brands to showcase their products and services on a global stage, enhancing their visibility and resonance with a large audience. For P&G, this alignment is about integrating their brand values with those of the Olympic movement, demonstrating a commitment to supporting athletes in all aspects of their lives.
Images: P&G
