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.
Also read: UEFA ropes in WIESENHOF for Women’s EURO 2025
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.“
McLaren Racing have announced a new partnership with Japanese motorcycle and passenger car wheel manufacturer,…
Premier League giants Arsenal have announced a new multi-year deal with security provider, ADT, who…
French Formula One team Alpine has announced a partnership renewal with Argentine e-commerce company &…
MotoGP has announced a multi-year partnership with ticket and hospitality packages brand, Quint, who will…
The Hundred franchise Birmingham Phoenix have announced a new partnership with footwear brand Skechers, which…
The PGA TOUR has announced a new multi-year partnership with SPF-first skincare brand Supergoop!, who…