As a follow up to my post the other day, you may find this interview with P&G CMO Marc Pritchard of interest, particularly the internal process when the campaign and sponsorship were in development.
Nonprofit and other sponsorship seekers, take note. To really make the partnership of value, building support and integrating the promotion corporate-wide, requires a long lead time. P&G is already working on its tie with the London 2012 Olympics.
Also, check out this video and blog post about Visa's strategy and focus on measurement and ROI.