Gillette will remain a multi-million dollar sponsor of Major League Baseball after the two parties signed a three-year extension.
Gillette has had baseball sponsorships in one form or another since before the Second World War. This deal will see its direct investment in the sport run into an eighth decade, though it used baseball players in adverts as early as 1910.
Mike Norton, Gillette director of communications, confirmed that the company’s overall sponsorship spending – it also has deals with golfer Tiger Woods, tennis player Roger Federer and soccer star Thierry Henry – would decrease, but insisted baseball would remain a priority. “We use sports as one of our major planks in order to reach men,” he said. “Baseball has been such a strong part of American society, it just really makes a lot of sense to connect Gillette, baseball and men.”
Comprehensive research by SportsPro analysts indicates that more than US$660 million will be spent in baseball sponsorships this season. The full study will be published in the next issue of the magazine. For more information, click here.
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