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Home Industry News Proctor and Gamble’s Gillette to partner EA Sports

Proctor and Gamble’s Gillette to partner EA Sports

7th November 2008

Proctor and Gamble’s Gillette brand is to partner with EA Sports, as part of a marketing effort to promote the brand to males aged 18 to 34.

The partnership will see the Gillette-EA Sports Champions of Gaming tournament, in which gamers compete against each other to win the chance to play against sports icons like Tiger Woods and Derek Jeter in February.

Mike Norton, director of communications at Gillette, said the companies’ partnership will hopefully reach out to the target audience.

He added: “We know guys are passionate about gaming and competitive about it, we wanted to bring them closer to the brand in a unique way.”

Mr Norton continued saying that the partnership reflects Gillette’s strong sports marketing reliance, such as the Gillette stadium and its Major League Baseball sponsorships.
“We want to understand men … and [align] with how … they spend their free time,” he said.
Founded in 1901 by King Gillette as a safety manufacturer, Gillette was based in Boston, US.
As well as Gillette, Proctor and Gamble own Head and Shoulders, Charmin, Pampers and Bounty, among other companies.

Established in 1837, the company employs over 138,000 employees across over 80 countries worldwide.

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