Personal Care & Fragrances

P&G-owned male grooming brand Gillette has become a Local Partner of the ESL-owned Intel Extreme Masters (IEM) event in Katowice, Poland, adding to a growing list of non-endemic brands on ESL’s competition roster.

The personal care sector is one of the smallest researched by Sports Sponsorship Insider in the last 18 months with an annual sponsorship deal value of €97.95m ($110.2m) at an average of €2.3m per year, despite the presence of some of the world’s biggest consumer brands, Unilever (Dove and Rexona), P&G (Braun, Gillette, Head & Shoulders) and Johnson & Johnson.

Sun care company Nestlé Skin Health is the latest sponsor to join an ATP World Tour portfolio that has undergone serious upheaval in the past six months.

Unilever-owned personal care brand Rexona is paying a premium from 2015 to 2016 to partner the Williams Martini Racing Formula One team.

Spanish Liga club FC Barcelona, this month, sold its first Brazilian market sponsorship to the deodorant brand Tenys Pé Baruel.

Deodorant brand Rexona is targeting new markets and a wider demographic of customers through its continued presence in Formula One.

Consumer products company Procter & Gamble is using its sponsorship of the 2015 European Games in Baku, Azerbaijan primarily to reach consumers and drive sales in the Caucasus region, with no goals yet set for the rest of Europe.

Soft drinks brand Coca-Cola, razor brand Gillette, financial services company Citigroup and electronics company Sony have shown interest in the McLaren Mercedes F1 Team title sponsorship, but the team may wait until the entry of its new engine partner Honda in 2015 before signing a deal.

The UFC and P&G campaign was developed to activate individual marketing campaigns for three of P&G’s brands in Brazil.

Katapult Sports negotiated a one-year territory-specific contract between Unilever-owned deodorant brand Rexona and FC Barcelona, valid from 1st February 2012.