UKA commercial director to star in P&G's future Paralympic activity

Procter & Gamble (P&G) is making Sophia Warner, the UK Athletics commercial director and Paralympic sprinter, a central part of its future marketing activity around the Paralympics, which the Games' organisers are predicting to be a sell-out.

P&G: 'thank you mum' activity
P&G: 'thank you mum' activity

Warner, a mum and sponsored P&G athlete, is competing in the Paralympics, making her an obvious fit for company's 'Proud Sponsor of Mums' campaign, created by Wieden & Kennedy.

Warner is also the new commercial director of UK Athletics and will join the organisation in October.

She has already appeared in below-the-line activity for P&G ahead of the Paralympics, including a Mother’s Day campaign. She is now expected to appear in fresh below-the-line activity during and after the Paralympics.

, competes in the T35 100m and 200m events.

P&G has sponsored more than 150 athletes at the London Olympic and Paralympics this year, including Paula Radcliffe.

Meanwhile Locog, the London Olympic organisers, said the Paralympics is heading for a complete sell-out. A Locog spokesman said "it is heading that way".

To date 90%, around 2.3 million tickets, have been sold - more than any previous Paralympic Games.

The Paralympic Torch Relay, sponsored by BT, Lloyds, and Sainsbury's, began this week, on Wednesday 22 August 22, ahead of the start of the games on 29 August.

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