Personal Care

Latest Features

PROJECT DETAILS Sponsorship Title: Gillette – Official Sponsor & male grooming supplier of The British & Irish Lions 2017 Tour to New Zealand

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.

English Premier League football club Manchester City has extended its partnership with PZ Cussons-owned soap brand Premier Cool

Japanese personal care company Shiseido has agreed a deal with the International Skating Union to become the title sponsor of the Cup of China ISU Grand Prix of figure skating, which will be held from…

Japanese personal care company Shiseido has agreed a deal with the Women’s Tennis Association to become the title sponsor of the season-ending WTA Finals in Shenzhen, China.

Japanese men’s skincare brand Bulk Homme has signed up as a regional sponsor of French Ligue 1 football club Paris Saint-Germain in Asia.


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.

P&G APPEARS to have launched the publicity blitz for the group's Olympic Ambassador programme by borrowing the design clothes of US-style bible Vanity Fair

WIDESPREAD COVERAGE of Proctor and Gamble shaving brand Gillette signing on as naming rights partner to the Brazilian National football team may turn out to be the best part of the deal