SHAVING AND LIFESTYLE brand Gillette, has signed an Associate Partner level sponsorship with F1’s Vodafone McLaren Mercedes.
The partnership will kick off at this weekend’s Chinese Grand Prix in Shanghai. Activation throughout 2013 will include dedicated television spots, a digital campaign and in-store events throughout Asia to highlight and promote the partnership.
Commenting on the deal, Max Menozzi, general Manager ShaveCare Asia, Procter & Gamble, said: “Together we will now collaborate during the Formula 1 season, and beyond, on a series of exciting initiatives targeted at men across Asia, such as innovative in-store activation, limited-edition razors and a number of other special offers.”
Vodafone McLaren Mercedes team principal Martin Whitmarsh, added: “For Vodafone McLaren Mercedes to initiate a new partnership with a major multi-national blue-chip brand like Gillette is a terrific opportunity for global promotional activity.
"Indeed, we are already planning to implement a number of innovative activation strategies across key territories throughout the year.”
The Associate Partner level is the fifth tier of Vodafone McLaren Mercedes’s sponsorship roster.
Vodafone is the title partner; Mercedes-Benz is the Engine Partner; Mobile 1, SAP and Pirelli are Technology Partners; Johnnie Walker, Santander, Tag Heuer, Hugo Boss, Akzo Nobel, Hilton HHonors and Aon are Corporate Partners; Steinmetz, CNI and Gillette are Associate Partners.
There are 15 brands in the Official Suppliers category.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen