LONDON (AP) — Procter & Gamble, the U.S.-based consumer products giant, signed on as a global Olympic sponsor through 2020 on Wednesday in the second 10-year multi-million-dollar marketing deal this month for the International Olympic Committee.

P&G becomes the 11th worldwide sponsor of the 2012 London Olympics, matching the number from the 2008 Beijing Games and giving the IOC another financial boost in a tough economic climate.

Financial terms weren't disclosed, but the deal is believed to be worth between $150 million and $200 million over a decade that includes three Summer Olympics and two Winter Games. In addition to London, the contract covers the 2014 Winter Games in Sochi, Russia, the 2016 Summer Olympics in Rio de Janeiro and the 2018 Winter Games and 2020 Olympics.

The P&G sponsorship — first reported by The Associated Press last week — comes just two weeks after Dow Chemical was confirmed as an IOC sponsor, also through 2020.

"This is a sign of confidence of the corporate world and the values of the Olympic Games," IOC president Jacques Rogge said in an interview with the AP on Wednesday. "I think that's the most important message for us. It's even more important than just pure revenue. This also says that companies are getting out of the doldrums and they are now in calmer waters. I'm very glad about this."

Other global sponsors for the London Games are Coca-Cola, Acer, Atos Origin, GE, McDonald's, Omega, Panasonic, Samsung and Visa. Atos Origin, Panasonic and Samsung are signed up through 2016. Coca-Cola, Omega and Visa are signed up through 2020.

The new deal pushes the IOC closer to its goal of breaking the $1 billion mark in sponsorship revenue for the four-year cycle covering the 2010 Vancouver Winter Games and London Olympics.

IOC marketing commission chairman Gerhard Heiberg said the committee remains "some millions" short of $1 billion but is in negotiations with a potential 12th sponsor for London.

"We are very close," Heiberg told the AP. "Whether we get there or not, I don't know, but we hope so."

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