How corporate image shapes high-profile sports partnerships

Procter & Gamble continues to be recognized as one of Fortune’s Most Admired Companies, underscoring its strong global reputation and brand equity. That standing underpins P&G’s decision to return as a top-level sponsor of USA Gymnastics nearly a decade after withdrawing over the federation’s major abuse scandal. The renewed partnership signals cautious corporate confidence in USA Gymnastics’ reforms and illustrates how reputation, trust, and risk management drive sponsorship choices. Together, these developments highlight the strategic link between corporate image and alignment with high-visibility sports organizations.