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
Media Week Jobs
Search for more media jobs

Latest

BT Sport continues to invest in football line-up

BT Sport continues to invest in football line-up

BT Sport continues to invest in its football coverage ahead of the new Premier League season starting next month.

Share
Ex-Topshop CMO and Tunepics founder Justin Cooke on 'insanity' and Einstein

Ex-Topshop CMO and Tunepics founder Justin Cooke on 'insanity' and Einstein

"There's magic in insanity," claims Tunepics founder and former Topshop CMO Justin Cooke, in a video for Virgin Atlantic in which he also discusses the challenges of running a business.

Share
Clarification: Omnicom not late to the government review

Clarification: Omnicom not late to the government review

Campaign is pleased to clarify that Omnicom Media Group is on the government media buying shortlist and did not apply late to any part of the pitch process, handled by the Crown Commercial Service.

Share

Get news by email