Group Created with Sketch.
Volume 25 No. 6
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Gillette Close To Sponsorship With Kraft-Owned Esports Team

Gillette is close to a deal to become the official grooming products brand of the Boston Uprising, the Overwatch League team owned by the Kraft Group. In addition to category exclusivity, the deal would likely include a brand presence in the team’s training facility or practice gear, said Gillette Global Head of Sports, Esports & Entertainment Marketing Greg Via. Gillette has been the naming-rights holder at the Kraft-owned Gillette Stadium since '03. The razor brand’s most prominent team relationship in esports is with League of Legends powerhouse Team SoloMid, but Via said, “Overwatch interests us as well, and as part of our overall great relationship we have with the entire Kraft organization, we thought it’d be a good idea.” The team declined to comment.

For more coverage of the business of esports, visit our partners, esportsobserver.com.