P&G at the 2026 Winter Olympics & Paralympics: Athlete Support
Procter & Gamble (P&G) has opened the “Champions Clubhouse” in both the Milano Olympic Village and Cortina Paralympic Village, offering a range of services and products to athletes competing in the Olympic and Paralympic Winter Games Milano Cortina 2026. This marks the first time such a facility has been offered in Olympic and Paralympic Games history, with the goal of supporting approximately 3,500 winter athletes.
A Dedicated Space for Athletes
The Champions Clubhouse will provide bespoke experiences curated by P&G brands, including Gillette, Head & Shoulders, Tampax, and Gillette Venus. Activities include a Head & Shoulders Scalp & Hair Studio, a Gillette Barber Shop, a Tampax BraidBar, and a Gillette Venus Après Shave retreat. A Chinese New Year Celebration will also be held, alongside a “Champions Challenge” featuring gaming and interactive activities, and a “MiCo to SoCal” event building excitement for the LA28 Games.
Welcome Kits and Essential Supplies
Every athlete competing in the Games will receive a P&G Welcome Kit containing products like SK-II Heritage PITERA™ Essence Kit, First Aid Beauty Ultra Repair Cream, Native® Italian Vanilla Gelato deodorant, Head & Shoulders Classic Clean shampoo, Oral-B toothpaste and dental floss, and Dash and Lenor laundry detergent and scent beads. P&G brands will also supply complimentary laundry services using Dash and Lenor products throughout the Olympic and Paralympic Villages.
Supporting Athletes and Families
Pampers will provide a “Little Champions Kit” to athletes travelling with small children, including diapers, wipes, and gifts. Always and Tampax will also provide period protection products in restrooms throughout the Villages. Alpine Skiing medalist Mikaela Shiffrin stated, “Consistency is confidence for me…This helps me have fewer distractions, more clarity and the space to focus on skiing my best.”
Athlete Partnerships and Brand Campaigns
More than 25 P&G brands will launch Olympic and Paralympic Games-inspired campaigns, partnering with athletes such as Alysa Liu (Figure Skating, USA) with Venus, Jack and Quinn Hughes (Hockey, USA) with Bounty, Oksana Masters (Para cross-country skiing, USA) with several P&G brands, Francesca Lollobrigida (Speedskating, Italy) with Head & Shoulders, Dash and Ambipur, Anna Gasser (Snowboarding, Austria) with Pantene, Oral-B and Venus, Giuseppe Romele (Para cross-country skiing, Italy) with Head & Shoulders, Swiffer and Oral-B, and Audrey Pascual (Para alpine skiing, Spain) with Zzzquil, Oral-B and Ariel.
Commitment to Inclusion
P&G is also supporting access to para sport in Italy through initiatives promoting inclusion and providing resources for young people with disabilities. This includes creating tools to connect individuals with sports organizations, supporting school events, and donating equipment.
Frequently Asked Questions
What is the “Champions Clubhouse”?
The “Champions Clubhouse” is a first-of-its-kind athlete experience located in the Milano Olympic Village and Cortina Paralympic Village, offering services and products from P&G brands.
How many athletes will benefit from P&G’s support?
P&G plans to serve approximately 3,500 winter athletes throughout the duration of the Olympic and Paralympic Winter Games Milano Cortina 2026.
What kind of products are included in the Welcome Kit?
The Welcome Kit includes products such as SK-II Heritage PITERA™ Essence Kit, First Aid Beauty Ultra Repair Cream, Native® Italian Vanilla Gelato deodorant, Head & Shoulders Classic Clean shampoo, Oral-B toothpaste and dental floss, and Dash and Lenor laundry detergent and scent beads.
As the Olympic and Paralympic Winter Games Milano Cortina 2026 approach, how might these types of corporate sponsorships evolve to further support athletes and promote inclusivity in the world of sports?