February 4 – The UEFA Champions League has a familiar face as its new grooming partner. Gillette, the world’s leading men’s grooming brand, is back in the fold after signing a multi-year global licensing deal with UEFA’s flagship club competition, starting this season.
After a successful collaboration in 2019, Gillette is once again the Official Licensed Shaving Product Partner of the Champions League. This time, though, Gillette’s parent company, P&G is bringing its full male grooming portfolio into play, including Braun and King C. Gillette.
Expect UEFA-branded versions of some of Gillette’s most popular products, with special edition Gillette Labs razors set to hit shelves in early 2025. Gillette has also revived its “The Best A Man Can Get” anthem, reimagined with fresh vocal talent across Europe.
The brand’s marketing push will feature a range of giveaways, promotions and exclusive fan experiences, bringing supporters closer to the action while showcasing its latest grooming innovations.
The exact length and value of the deal remain undisclosed.
“Reuniting Gillette with the UEFA Champions League, the pinnacle of club football, is something we’re very excited about. We have a long history of association with world-class sports and we’re delighted to be returning as a UEFA Champions League Licensee,” said Gary Coombe, Chief Executive Officer – Gillette.
“The Best A Man Can Get has been our longstanding commitment to men – to help them look and feel at their best, every day. This licensing partnership brings together two of the most recognisable brands on the planet, creating a match that truly brings together the best of the best.”
Guy Laurent-Epstein, UEFA’s Marketing Director, commented: “We are thrilled to welcome Gillette as a Licensing Partner of the UEFA Champions League. Gillette has a strong heritage in supporting the game, both on and off the pitch, and our partnership will offer fans a chance to experience the best bespoke grooming products inspired by Europe’s best and most prestigious club football competition.”
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