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On Thursday at the Camp Nou, FC Barcelona and Gillette signed a global agreement by which the leading shaving and personal care brand, which until now was a Regional Partner of the Club in Latin America, becomes a Premium Partner of the Club for the next three seasons.
Although Gillette has always been closely associated to the world of sport, this is the only sponsorship agreement that the multinational has ever made with a football club. FC Barcelona thus continues with its global expansion and has strengthened its position on the American continent, where it recently opened an office in New York.
The new agreement was signed in the Auditori 1899 at the Camp Nou, an event that was attended by Manel Arroyo, FC Barcelona vice-president for Marketing and Communication, and Francesco Tortora, Gillette’s global brand director, as well as first team player Neymar Jr, who is a global ambassador for Gillette.
Barça and Gillette are working together in different areas. The personal care brand has advertising inside and outside of the Camp Nou, where it has already been visible in the backdrops at club press conferences since July 1. Gillette will now be increasing its brand presence on FC Barcelona’s social networks and digital platforms.
During Thursday’s event, Neymar Jr presented the new Gillette commercial for this season, which features the Brazilian striker himself along with fellow first team players Ter Stegen, Luis Suárez, Jordi Alba and Andrés Iniesta.
Precision is a shared characteristic of both FC Barcelona and Gillette, being a fundamental value for the way in which both achieve their respective goals. In the case of FC Barcelona, precision on the field of play, and in that of Gillette, the precision of its personal care products.
Statement by FC Barcelona vice-president of Marketing and Communication, Manel Arroyo:
“The Premium sponsorship agreement with Gillette consolidates the Club’s aims to globalize, 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. There is no doubt that Gillette and FC Barcelona share essential values to ensure their success: precision and excellence”.
Statement by Gillette’s global brand director, Francesco Tortora:
“Partnering with FC Barcelona was a natural fit for Gillette, as both organizations 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.”
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