Gillette Secures Australian Football League Sponsorship

By Community | August 14, 2012

The Australian Football League has announced Gillette as the Official Partner of the AFL Trade Period and the Official Partner of the AFL Grand Final Sprint.

Gillette has a long-standing affiliation with sport and is one of the earliest brands to venture into the area of sports marketing.  The company has been associated with top-tier athletes and sports since the brand was established.

The partnership will come to life via integrated marketing campaigns, and the first of which will see Gillette’s sponsorship of the revamped Trade Period.

AFL General Manager Commercial Operations Darren Birch said: “Gillette has developed a reputation as a leader in sports marketing through some very successful partnerships with sporting bodies and individual athletes across the globe.”

“Over the last five years, order Gillette has brought to life the AFL Grand Final Sprint and I’m pleased to say they will continue this support as an official partner until 2013. 

“In addition, therapy AFL Trade Period will benefit from Gillette’s support for the next two years.  This comes at a time when the trade period promises to generate high levels of interest throughout the football industry.” 

P&G Australia & New Zealand Managing Director Maile Carnegie added: “After five successful years of sponsoring the Gillette AFL Grand Final Sprint, we’re delighted for the Gillette brand to become an official sponsor of the AFL.

“Gillette and the AFL share a rich history in the hearts of sports lovers across Australia. Gillette’s longstanding brand commitment of catering to the unique needs of men – helping them to look, feel and be their best every day, fits strongly with the AFL’s aim to be the best it can be on and off the field.

“This common commitment is a great foundation for an enduring and far-reaching partnership. This is truly a natural fit and a powerful marketing platform for both brands,” Carnegie said.

As Australia’s most attended sport, the AFL is a powerhouse for the Gillette brand. With over 7 million people attending games, 3.8 million website visits and approximately 4.8 million average weekly TV viewers, the AFL partnership will help Gillette engage with a significant number of their consumers on a daily basis.