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SBD Global/April 12, 2013/Marketing and Sponsorship

Procter & Gamble Brand Gillette Signs Partnership Deal With McLaren F1 Team

Gillette "has struck a marketing partnership" with F1 team Vodafone McLaren Mercedes, as the brand's owner Procter & Gamble "looks to develop a footprint in Formula 1 and tap into its global appeal," according to John Reynolds of MARKETING WEEK. 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." The partnership "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" (MARKETING WEEK, 4/11).
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