Gillette teams up with Uefa in Champions League licensing deal

Procter & Gamble’s grooming brand for men, Gillette has inked a multi-year licensing deal with the Uefa Champions League. The maiden licensing deal with football’s elite governing body in Europe grants Gillette the ‘licensed shaving partner’ status for the Uefa Champions League.

The partnership announced on Tuesday marks nearly half a century since Gillette’s first official football collaboration in 1970.

Guy-Laurent Epstein, Uefa marketing director, said: “Partnering with a global brand presents many benefits and opportunities for Uefa and we are excited to see what the next few years hold.

“As an industry-leading company who strive to produce best in class products, we feel there is a great fit with the Uefa Champions League brand. We look forward to collaborating with them on building deeper connections with global audiences.”

Gillette will activate the association with a range of initiatives to complement the official licensed products, including providing opportunities to win prizes and experiences, sportsbusiness.com has reported.

The package includes a range of bespoke razors and other shaving products, packaging and in-store displays, as well as ticket and merchandising promotions which will allow Gillette to reward consumers, both through retail partners and on their own platforms.