September 16 – Gillette has upgraded its regional sponsorship of FC Barcelona to become a global partner in a new three-year deal.
The agreement makes the mens’ shaving brand a Premium Partner of Barcelona, and is the only club deal Gillette, despite using sport to promote its brand globally, has ever held.
At the launch event in the Auditori 1899 at the Camp Nou, Neymar Jr unveiled the new Gillette commercial for this season which features himself as well as first team players Ter Stegen, Luis Suárez, Jordi Alba and Andrés Iniesta.
As well as image rights Gillette will have brand advertising inside and outside of the Camp Nou, backdrops at club press conferences, and an increased brand presence on Barcelona’s social networks and digital platforms.
Barcelona vice-president of Marketing and Communication, Manel Arroyo: “The Premium sponsorship agreement with Gillette consolidates the Club’s aims to globalise, as shown by the opening of the new office in New York, and the on-going campaign to be associated to the leading brands. Gillette has a long tradition in the world of sport through athletes and national teams, but this is the first deal with a football club. “
His comments were added to by Gillette’s global brand director, Francesco Tortora: “Partnering with FC Barcelona was a natural fit for Gillette, as both organisations share similar core values – precision being one of them – in our respective pursuits to being the best in the world. We’re excited to promote the world’s most popular sport, while giving fans more opportunities to take part in something they love.”
No value was announced for the sponsorship.
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