Male grooming brand Gillette has signed a multi-year global licensing partnership with Uefa centering on the Champions League, the showpiece club competition of European football’s governing body.
The company, which is part of Procter & Gamble, has agreed its first licensing deal with Uefa and becomes the licensed shaving partner of the Champions League.
The partnership will be activated through a range of initiatives to complement the official licensed products, including providing opportunities to win prizes and experiences.
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.
The partnership announced today (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.”