THANKS, MOM: Procter & Gamble Co. has added a "Thanks, Mom" campaign, with TV commercials highlighting athletes' mothers and offering them financial help with Vancouver travel expenses to its sponsorship of the team.

LET THE MARKETING BEGIN: P&G is paying for a Vancouver family meeting place and has advertising deals with such stars as skier Lindsey Vonn and speedskater Apolo Anton Ohno.

GOING FOR GOLD: Experts say the world's biggest advertiser sees the games as a way for P&G to pump up sales by building upbeat associations with country and helping people achieve their goals.