New Relationship Underscores Gillette’s Commitment to Supporting Men in Achieving Their Best As, They Rise to the Top of Their Game
Dubai, UAE, September 18, 2016: Gillette® (NYSE: PG), the world’s leading male grooming brand, has presented a global partnership with Futbol Club Barcelona (FCB). With the shared belief that there are no shortcuts to anywhere worth going, the new relationship solidifies their shared commitment to helping groom the next generation. As a premium partner, Gillette aims to celebrate the role precision plays in putting men on the path to victory, both on and off the pitch.
As one of the best clubs in the world, FCB is unyielding in its commitment to identifying and developing the greatest players from the start, cultivating their skills on the pitch and, as the best a man can get, Gillette relentlessly pursues the creation of high quality, high value razors honed to the finest edge and detail. For both, precision is a core value in helping groom the next generation as they achieve their best. Building on the momentum of an exclusive partnership in Latin America, the expanded partnership now brings the collaboration to the global stage.
Gillette has spent over a century refining and engineering down to the microscopic razor’s edge so that every man can have the advantage of its unparalleled precision. “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,” said Francesco Tortora, Gillette global brand director. “We’re excited to promote the world’s most popular sport, while giving fans more opportunities to take part in something they love.”
FCB, one of the most successful teams in the world, values the role precision plays on the pitch, but also when identifying and developing its talent. “As an organization, precision is a key part of our DNA, and honing our skills has enabled us to stay on top as one of the most victorious clubs in the world,” said Manel Arroyo, vice president and director responsible for the area of marketing and communication. “Like Gillette, we believe that even a millimeter can make the difference, and precise play can result in executing a match winning goal or in defeat.”
In addition to its support of FC Barcelona, Gillette is teaming up with one of the club’s star player Neymar Jr. to highlight humorous moments when guys realize their current actions just won’t cut it anymore – in life and in shaving. Neymar Jr. is using his own Twitter account to share funny, exaggerated photos of himself before he stepped up, inspiring guys all around the world to look back on their old habits with good humor and realize how far they’ve come.
Neymar Jr. is a global ambassador for Gillette, most recently helping to support the brand’s Rio 2016 Olympic Games campaign, “Perfect Isn’t Pretty.”
Precision Moments on the Pitch
To bring the partnership to life for FCB fans, Gillette will present a “Precision Moments on the Pitch” series on FCBarcelona.com. The digital collection will feature highlights from the club’s star players demonstrating precise plays during training as they prepare for upcoming matches. Additionally, Gillette will have a brand presence across FCB’s digital and social channels, as well as in-venue signage.