Victoria Pendleton, Mark Cavendish, Jessica Ennis, Sir Chris Hoy and Paula Radcliffe will be among those representing a P&G brand.
Pendleton will be the brand ambassador for hair care brand Pantene, which is currently fronted by Liv Tyler. Ennis will front skincare brand Olay, while Cavendish will front shampoo brand Head & Shoulders.
P&G have matched brands with athletes that complement each other.
The athletes will feature in advertising campaigns rolled out for each brand from January, which will include above and below the line activity.
It is not known if there will be any cross-promotional campaigns featuring more than one athlete or brand.
Irwin Lee, P&G UK vice president and managing director, says: “Each of these athletes is leading the way in their individual fields and embody the values of leadership, integrity and passion for winning that we set for ourselves and our brands at P&G.”
The individual brand campaigns follow the launch of P&G’s “Thank You Mum” campaign under the corporate brand and the “nearest and dearest” activity in partnership with British Olympic and Paralympic chiefs to support the friends and families of Team GB athletes at the Games.
P&G signed a 10-year sponsorship with the International Olympic Association and will continue its activity throughout the next four Olympic Games: Sochi 2014, Rio 2016, Pyeongchang 2018 and the 2020 Games.
Victoria Pendleton – Track Cycling – Pantene
Mark Cavendish – Road Cycling – Head & Shoulders
Jessica Ennis – Athletics – Olay
Sir Chris Hoy – Track Cycling – Gillette
Keri-Anne Payne – Swimming – Max Factor and Oral-B
Paula Radcliffe – Athletics – Fairy and Pampers
Jenna Randall – Synchronised Swimming – Braun female
Jeanette Kwakye – Athletics – Ariel
Liam Tancock – Swimming – Gillette
Ben Rushgrove – Paralympic Athletics – P&G
Sophia Warner – Paralympic Athletics – P&G
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