The Union of European Football Associations (UEFA), the official governing body of football in Europe, has announced a multi-year partnership agreement with global men’s personal care brand Gillette, roping it in as a sponsor for the UEFA Champions League (UCL).
The deal will see the Procter & Gamble (P&G) brand become the Official Licensed Shaving Product Partner of the UCL, thus acquiring the rights to create and distribute co-branded products. The deal will also cover P&G’s “Braun” and “King C. Gillette” brands.
Additionally, the two parties will also work together on a host of fan engagement activities.
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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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