1.1. P&G Limited Assignment of Agreement. This agreement may not be assigned or transferred by P&G to any third party without the prior written permission of HOYU, which permission will not be unreasonably withheld or delayed, subject to the next sentence. Despite the preceding sentence, P&G may assign this agreement, in whole or in part, and its rights under this agreement to an AFFILIATE of P&G or to a purchaser of all or substantially all of the business to which this agreement relates in whole or in part, regardless of the form of the transaction.