McLaren inks regional deal with Gillette
The McLaren Mercedes Formula One team has signed a region-specific sponsorship deal with shaving brand Gillette ahead of this weekend's Chinese Grand Prix.
The deal, specific contractual details of which have not been revealed, has been signed between the team and the ShaveCare Asia branch of Gillette's parent company Procter & Gamble.
It is thought to be an initial one-year deal, which will include a television advertising campaign, a digital campaign and in-store events across Asia, as well as the production of limited edition McLaren razors.
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“For Vodafone McLaren Mercedes to initiate a new partnership with a major multi-national blue-chip brand like Gillette is a terrific opportunity for global promotional activity. Indeed, we are already planning to implement a number of innovative activation strategies across key territories throughout the year," said McLaren team principal Martin Whitmarsh.
"This new partnership between Vodafone McLaren Mercedes and Gillette in Asia is a great match: both are world-class brands and both share a passion for winning performance and superior engineering," said Procter & Gamble's ShaveCare Asia general manager Max Menozzi.
The team's title sponsor, Vodafone, recently announced it would not continue its deal beyond this year.