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EA Sports’ FIFA 20 Global Series cuts Gillette deal

December 01, 2019 / Ed Dixon

The partnership covers a series of on-stream advertisements, promotions and other branded content and marks Gillette’s latest foray into esports. This year alone the brand has already teamed up with Amazon-owned gaming streaming platform Twitch to create the ‘Gillette Gaming Alliance’, an 11-strong group of brand ambassadors on the platform. Gillette also sponsored five players from the Honor of Kings organisation. Brent Koning, FIFA competitive gaming commissioner at EA, said: “Gillette is a brand synonymous with its connection to the biggest sports in the world. EA SPORTS FIFA 20 Global Series sponsorships such as Gillette exemplify the worldwide power of this esport.”Gary Coombe, chief executive of global grooming at Gillette, added: “We look forward to getting this season underway and working together with a world class video game publisher in EA SPORTS to connect with their fans and a whole new generation of Gillette consumers.”