CINCINNATI — Gillette has teamed with EA Sports in a push to expand its sports marketing into video gaming. Golfing champ Tiger Woods, a veteran of marketing for both businesses, helps tee up the partnership as part of an upcoming global online sports games competition that gives winners a chance to play head- to-head against real-life sports stars.
Gillette and EA Sports say the partnership will include joint retail promotions, print and TV advertising, and a heavy online presence.
They say they’re both targeting young men through sports.
“This is a classic partnership where we’re leveraging mutual assets,” said Peter Clay, Gillette vice president of global grooming.
Woods said he learns from playing the virtual courses but joked that he wants a handicap for the video match. He said he’s been spending more time playing video games as he recovers from knee surgery but doubts he’s ready to beat a top video gamer.
“I’ve had certain putts I had in real-life competition break the same way and by the same amount,” he said, adding that he’s still better with a golf club than a game controller. “I better stick to my day job.”
