P&G boosts F1 presence as Gillette signs up to McLaren deal

Gillette has struck a marketing partnership with Vodafone McLaren Mercedes, as the brand's owner Procter & Gamble (P&G) looks to develop a footprint in Formula 1 and tap into its global appeal.

P&G: brand ambassador Jenson Button
P&G: brand ambassador Jenson Button

The wide-ranging deal initially runs in Asia, but could be extended globally should it prove successful.

Until now, Gillette-owner P&G has not had a direct sponsorship involvement with F1 or an F1 team, although its Head & Shoulders brand sponsors McLaren driver Jenson Button.

The partnership, announced today, will run thoughout 2013 and will include dedicated TV spots, a digital campaign and a series of in-store events running in Asia to highlight the partnership.

Vodafone McLaren Mercedes team principal Martin Whitmarsh, said: "F1 has already seen several multi-national corporations come on board this year, so this partnership once again underlines the inherent and ongoing opportunity and value of entering one of the most popular and watched sports in the world."

Brands which have moved into F1 this year include BlackBerry and Emirates.

However, Vodafone is ending its long-running sponsorship of F1 after announcing it will ditch its deal with McLaren at the end of the year.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest

Blogging: how to make friends and influence people

Blogging: how to make friends and influence people

Apart from reach, credibility, trust and direct sales, what have bloggers ever done for marketers and brands? Quite a lot, argues Amanda McKenna, director of digital consultancy Zone, so why do brands often get it so wrong?

Share
Haywards pickles launches £750k brand-building campaign with Metro

Haywards pickles launches £750k brand-building campaign with Metro

Haywards, the pickled vegetable brand, has today partnered with Metro for a £750,000 campaign to attract younger consumers.

Share
Jimmy Savile victims urged to claim compensation in new ad campaign

Jimmy Savile victims urged to claim compensation in new ad campaign

Advertisements in The Times and the Daily Mirror today are calling on victims of sexual abuse by Jimmy Savile to claim compensation from the late BBC TV presenter's estate.

Share

Get news by email