Gillette Announces Global Partnership with EA Sports

Tiger Woods joined two of his partners,Gillette, the world's leading grooming brand, and EA SPORTS, the world's leading sports interactive entertainment brand and a Label of Electronic Arts Inc. , on Wednesday to announce a global partnership that will create a variety of co-promotional marketing opportunities focused on similar male consumers. This will include joint online marketing efforts in more than 20 markets in North America, Latin America, Western Europe and Asia that will leverage the Xbox 360® LIVE and EA SPORTS in-game environments. Joining Tiger Woods for the announcement in New York City were Peter Clay, Vice President, Gillette Grooming, and Peter Moore, President, EA SPORTS.


"Gillette and EA SPORTS represent the best in grooming and gaming, and this partnership is a natural extension of our ongoing efforts to engage guys through their competitive nature and their passions, including sports," said Peter Clay. "We'll be working together to reach consumers with unique programs such as the Gillette -- EA SPORTS Champions of Gaming, a global tournament that will offer gamers the opportunity to compete against the best in the world and then take on the Gillette Champions and other sports legends to see if they have what it takes to be the best."

Gillette and EA SPORTS are leaders in industries favored by male consumers that have witnessed considerable growth in recent years. Both companies share the same strategic target -- guys 18-34 years old -- as well as a rich history of technological innovation, competition and connecting with guys through their passion for sports.

The Gillette -- EA SPORTS Champions of Gaming -- the world's largest multi-sport gaming tournament -- will officially launch in late October and provide gamers the opportunity to compete against others from around the world for the chance to be named a Global Champion of Gaming. The live global finals will be conducted in Tampa, Florida, in January 2009, with the Global Champions in each gaming category competing against one of the Gillette Champions -- Gillette's group of global sports superstars that includes Tiger Woods, Roger Federer and Derek Jeter. Gamers will be able to play via Xbox 360 LIVE on Tiger Woods PGA TOUR® 09, NASCAR® 09, Madden NFL 09, NBA LIVE 09 and EA SPORTS(TM) FIFA Soccer 09. More information about the Gillette -- EA SPORTS Champions of Gaming will be available after October 15, 2008, at www.gillette.com.

"I'm proud of my association with both Gillette and EA SPORTS because they represent what it means to be at the top of your game," said Tiger Woods. "This program will give guys the chance to play games at the highest level possible, which is always exciting. To be the best at anything is an amazing feat."

"We're excited about this terrific new partnership between EA SPORTS and Gillette," said Peter Moore, president of EA SPORTS. "Joining Gillette to present such an ambitious global gaming tournament as the Gillette -- EA SPORTS Champions of Gaming is great news for sports fans and works to continue the globalization of our brand. We anticipate that there will be some very fierce competition taking place around the world on some of our most popular franchises. To then give the gaming champions the chance to battle their heroes from the real-world of sports is a sports fan's dream come true."