Gillette has dug even deeper into esports as it becomes the first team sponsor of the Overwatch League organisation, Boston Uprising.
With this partnership, Gillette will be the exclusive shaving product for all team members along with featuring the brand on practice jerseys and throughout the team’s practice facilities. There will also be digital and social content initiatives included in the agreement.
Boston Uprising is owned by the Kraft Group which also owns and operates several ventures including the New England Patriots, New England Revolution and Gillette Stadium. With such a longstanding relationship with Gillette it’s no surprise the Kraft Group were eager to bring them on as a sponsor.
“It is with great pleasure that we present Gillette as the first official sponsor of the Boston Uprising.” said Vice President of Corporate Sales for Kraft Sports and Entertainment Murray Kohl. “We’re confident that our fans, as well as the entire Overwatch community, will appreciate and embrace the forward-thinking nature of Gillette.”
This isn’t Gillette’s first entrance into esports as the company has partnerships with EDward Gaming, Team SoloMid, and ESL.
Global Head of Sports, Esports and Entertainment Marketing for Gillette, Greg Via stated: “As the esports world continues to grow, we’re looking forward to expanding our partnership with Kraft Sports & Entertainment and our roster of esports athletes to include Boston Uprising.”
Boston Uprising has been somewhat lackluster in previous Overwatch League stages but recently rose to hold first place in the current stage and second place in the league overall right under the New York Excelsior.
Esports Insider says: This partnership is a no-brainer. With the longstanding relationship between The Kraft Group and Gillette it was only a matter of time before the two companies expanded their partnership to esports. As the likes of the Overwatch League and more competitions continue to make a splash across mainstream media, more and more non-endemic brands are wanting in on a piece of the esports pie.