Gillette Becomes Champions League Partner
Gillette has become a global partner of UEFA in a new multi-year agreement that covers the governing body’s flagship Champions League.
The male grooming brand has agreed a licensing partnership with football’s European governing body that will see the brand become the licensed shaving partner of the UEFA Champions League.
The licensing partnership will be activated through a range of bespoke razors and other shaving products and packaging and instore displays. Ticket and merchandising promotions will allow Gillette to reward consumers through retail partners and on their own platforms.
Gillette’s Chief Executive Officer, Gary Coombe, said: “Gillette has a long and proud history of association with world-class sports and we’re delighted to announce this latest partnership.
The partnership marks half a century since Gillette’s first official football collaboration back in 1970 and is the company’s first licensing agreement with the Champions League.
UEFA Marketing Director Guy-Laurent Epstein added: “Partnering with a global brand presents many benefits and opportunities for UEFA and we are excited to see what the next few years hold.”
