Official terms of the agreement have not yet been disclosed, but Gillette did say their sponsorship with FIFA would be seen through broadcast segments, on-stream advertisements, on-air promotions, and branded content to drive engagement and connect the Gillette brand with younger audiences within the esports community.
The newly formed sponsorship was officially active today at the EA FUT Champions Cup Stage 2 taking place in Bucharest, Romania through November 20 and is expected to carry out well into the 2020 calendar year.
The announcement of the sponsorship comes days after FIFA also announced they would be partnering with eLibertadores to expand its global esports series with a tournament taking place in Brazil in March 7-8, 2020.
Pro FIFA player Ryan Pessoa also announced earlier in the week that he would be signing with Manchester City for the upcoming FIFA 20 season following his departure from Hashtag United. Pessoa said the majority of his decision was based on a “massive selling point” and an opportunity that was “better suited” for his abilities and future as a player.
The EA SPORTS FIFA 20 Global Series is a nine-month, competitive esports tournament hosted by Electronic Arts and FIFA that will see players compete against one another for more than $3 million in prize pool money leading up to The Road to the FIFA eWorld Cup 2020. The EA SPORTS FIFA 20 Global Series Xbox Playoff is set to kick off on Friday, June 26, 2020.
EA SPORTS is obviously a powerful gaming and esports platform and Gillette isn’t a stranger to the esports world, as the company has previously worked with the likes of Mkers, CBLoL, Boston Uprising, EDward Gaming, and TSM in past sponsorships.
Adidas has also previously collaborated with EA Sports in the past, with the most recent being the brand providing the official match ball of the FIFA 20 Global Series in October, as well as a short film partnership between Adidas, Electronic Arts, and EXOS.
The sponsorship with Gillette will still be interesting to see, however, in regard to the implementation of the branded content within the event without being oversaturated.