Gillette, UEFA Champions League Kick Off Smooth DealGillette, UEFA Champions League Kick Off Smooth Deal

Gillette, Procter & Gamble’s razor, shave and grooming brand, has signed a multiyear licensing deal with UEFA Champions League.

With an agreement that focuses predominantly on the UEFA Champions League competition, Gillette is preparing to launch a slew of new licensed products, from bespoke razors to shaving products, as well as launching initiatives in line with the partnership.

“Partnering with a global brand presents many benefits and opportunities for UEFA, and we are excited to see what the next few years hold,” says Guy-Laurent Epstein, marketing director, UEFA, in a conversation with Sport Business.

This is the first time the brand has collaborated with the European soccer governing body since 1970. The shaving brand recently partnered with Twitch for an esports and gaming partnership earlier this year.