Multi-year deal announced
The UEFA has announced a multi-year partnership with men’s grooming brand Gillette, who will join as a sponsor for the UEFA Champions League. The deal will see Procter & Gamble (P&G)’s brand become the Official Licensed Shaving Product Partner and will acquire the rights to create and distribute co-branded men’s grooming products.
The deal will also cover Procter & Gamble’s Braun and King C. Gillette brands and Gillette will also make special editions of the products which will have Champions League branding. Both will also work together closely on a host of fan engagement activities.
Guy Laurent-Epstein, Marketing Director, UEFA, said,
“We are thrilled to welcome Gillette as a Licensing Partner of the UEFA Champions League. Gillette has a strong heritage in supporting the game, both on and off the pitch, and our partnership will offer fans a chance to experience the best bespoke grooming products inspired by Europe’s best and most prestigious club football competition.”
Gary Coombe, Chief Executive Officer, Gillette, added,
“Reuniting Gillette with the UEFA Champions League, the pinnacle of club football, is something we’re very excited about. We have a long history of association with world-class sports and we’re delighted to be returning as a UEFA Champions League Licensee. The Best A Man Can Get has been our longstanding commitment to men – to help them look and feel at their best, every day. This licensing partnership brings together two of the most recognisable brands on the planet, creating a match that truly brings together the best of the best.”
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