INNSBRUCK, Austria (AP) -- Procter & Gamble plans to raise $5 million to support youth sports programs around the world through its Olympic campaign focusing on mothers.
The consumer products company based in Ohio announced its "Thank You Mom" campaign for the 2012 London Olympics on the opening day Friday of the Winter Youth Olympics.
It's a follow-up to similar marketing activities during the 2010 Vancouver Winter Olympics and the inaugural Summer Youth Games in Singapore the same year.
Marc Pritchard, P&G's global marketing and brand building officer, says "young athletes grow into world class athletes and every one of those athletes has a mom."
Pritchard said the company's mothers campaign at the Vancouver Olympics generated $100 million in extra sales. P&G is one of the International Olympic Committee's 11 worldwide sponsors.