Personal Care & Fragrances

Formula One motor racing team Williams has signed a multi-year partnership agreement with Unilever that will promote the global consumer goods company’s Rexona brand.

Male grooming company Nivea Men has agreed a deal to become the presenting sponsor of the new Fall Experimental Football League (FXFL) American football development competition.

Spanish Liga football club Barcelona has agreed a three-year sponsorship deal in the Latin American market with men’s personal care brand Gillette.

UCI World Tour cycling team Giant-Shimano has agreed a four-year title sponsorship deal with German shampoo brand Alpecin.

English Premier League football club Manchester City has entered into a new partnership with Malaysian male grooming brand Dashing.

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.

Major League Baseball Properties (MLBP) has reached a deal for male grooming brand Gillette to be the title sponsor of its 2014 Home Run Derby.

NBA basketball franchise the Chicago Bulls has announced an expanded multi-year agreement with Illinois-based Advocate Health Care that will lead to the company assuming naming rights for the team’s new training facility.

MLB baseball franchise Washington Nationals has signed up healthcare provider Kaiser Permanente of the Mid-Atlantic States as a new sponsor for the 2014 season.

Men’s shaving and toiletries brand Gillette has extended its official partnership with the McLaren Mercedes Formula One motor-racing team.

The Australian Rugby Union has agreed a new partnership with male grooming products and toiletries company Dove Men Care.

Personal care and household products manufacturer Church & Dwight has reached a multi-year agreement to make its Arm & Hammer and OxiClean brands the official laundry, detergent and stain removers of Major League Baseball.

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.

German Bundesliga and Uefa Champions League champion Bayern Munich has announced a two-year sponsorship agreement with consumer products manufacturer Henkel.

Cosmetics and beauty brand L'Oréal Paris Men Expert has made its first move into sports sponsorship through a three-year deal with North American ice hockey league the NHL.

Consumer goods company Procter & Gamble has reached an agreement to become the official beauty care provider of the US Figure Skating organisation.