THE WHAT? Procter & Gamble has signed up as a supplier of the Netherlands’ top soccer league, the Eredivisie, according to a report published by Sports Business. The deal spans two seasons and will be headed up by the US FMCG manufacturer’s Gillette brand.
THE DETAILS The shaving brand will run a dedicated campaign this fall named Faces of Football as well as air a new branded-content format called Mirror Talk, which will tie in with Eredivisie’s One to Watch.
The sponsorship also covers promotions on Gillette stablemates in collaboration with Dutch drugstore chain and fellow Eredivisie supplier, Kruidvat.
THE WHY? Marleen van Tussenbrook, Brand Manager, Gillette, told Sports Business, “The partnership offers the opportunity to engage with football fans throughout the year and we look forward to further strengthening this partnership with our retail partner Kruidvat.”