BOSTON Gillette has teamed up with Tiger Woods and EA Sports, a sports interactive entertainment brand, to create co-promotional marketing opportunities that will include a multi-sport gaming tournament where consumers can compete against each other and their sports heroes.
“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,” stated Peter Clay, vice president of Gillette grooming.
The tournament will officially launch in late October. Participants will have a chance to be named a Global Champion of Gaming. The live global finals will be conducted in Tampa, Fla., in January 2009, with the Global Champions in each gaming category competing against one of the Gillette Champions. This is Gillette’s group of 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 FIFA Soccer 09.