LYON, France: Gillette, the world’s leading men’s grooming brand, Tuesday announced a global partnership with UEFA.
The new multi-year agreement will see the brand become the Licensed Shaving Partner of the UEFA Champions League.
The partnership comes half a century after Gillette’s first official collaboration with the world of football in 1970 and is the company’s first licensing agreement with UEFA regarding the Champions League.
Fifty years after its first football collaboration, the Procter & Gamble brand’s partnership with UEFA will be activated through a range of initiatives to complement the official licensed products, including providing opportunities to win prizes and experiences.
Gary Coombe, CEO, Gillette, said: “Gillette has a long and proud history of links with world class sports and we are pleased to announce this latest collaboration. The UEFA Champions League is the pinnacle for a football team, where the best of the best comes together to compete for the final prize. We have so many shared values: respect, integrity, fair play and the desire to compete and achieve results at the highest levels. It’s the perfect platform to connect with consumers around the world.
“We are excited to be able to get into the action and we look forward to exploring all the ways we can celebrate what it means for men to be at home and off the field in today’s world, creating products from champions and experiences for consumers live up to the prestige of the UEFA Champions League.”
UEFA marketing director Guy-Laurent Epstein added: “We are very happy and excited to announce our partnership with Gillette. Working with a global brand offers different benefits and opportunities for UEFA and we look forward to seeing what the next few years will bring. As a leading company in its sector that is committed to making the best products every day, we believe there is great compatibility with the UEFA Champions League brand. We look forward to working with them to build deeper connections with audiences around the world.”
The licensing partnership will include a series of specially made razors (and other shaving products), packaging and exhibitors in stores, as well as ticket promotions and merchandising that will allow Gillette to reward consumers, both through retail partners and on its platforms.
