Baku 2015 today announced Procter & Gamble (P&G) as its first sponsor for the inaugural European Games.
The company will back the first ever Games in a deal which will see Baku 2015 promoted via P&G products across Azerbaijan.
"We would like to welcome Procter & Gamble as the first official partner of the European Games," said Azad Rahimov, Azerbaijan's Minister of Youth and Sports and chief executive of Baku 2015.
"I am sure with their support we can help promote the Games across the whole of Azerbaijan."
The deal is a coup for Baku 2015 as P&G, an American multinational consumer goods company whose headquarters are in Cincinnati, are also a TOP Olympic sponsor.
Its "Thank You, Mom" campaign for London 2012 and Sochi 2014 was widely hailed as a great success. 
The deal was announced on the eve of a meeting of the European Olympic Committees (EOC) Executive Committee here tomorrow, which is due to be followed by the EOC Seminar on Thursday and Friday (May 23 and 24) when Baku 2015 are due to make a presentation to the 49 National Olympic Committees who will compete in the Games.
Taygun Gunay, director of P&G Azerbaijan, said: "P&G is very proud of the partnership with Baku 2015 and considers this as a natural continuation of its successful on-going cooperation with the International Olympic Committee and Azeri National Olympic Committee.
"The agreement that we sign today demonstrates the united purposes of the Baku 2015 European Games - to improve life through sport – and of P&G to touch and improve people's lives.
"P&G will support the Baku 2015 European Games through its world-class brand-building capability and retail customer relationships in virtually every retail outlet in Azerbaijan.
"We see high potential in the Azerbaijan market.
"We plan to continue investing in this market and bring benefits to the local community."
It is estimated that P&G products, including Ariel, Duracell, Gillette, Head & Shoulders, Olay, Vicks and Wella, serve nearly five billion people around the world.
"Procter & Gamble have a long-standing history of supporting major international sports events and we are delighted to be welcoming them on board as our first official partner," said Charlie Wijeratna, the Baku 2015 commercial director,
"As a company, they understand the importance of using the power of sport to help change lives for the better and that is why they are a perfect partner for the first ever European Games."