Gillette Partners with EA Sports FC to Elevate Soccer Fan Experience Globally

Gillette and EA Sports FC have announced a global partnership designed to transform how soccer fans experience the sport both digitally and in real life. This collaboration unites Gillette’s century-long legacy in men’s grooming with EA Sports FC’s 30 years of sports gaming expertise, creating a unique synergy between physical performance and virtual engagement.

The partnership launched in January with Gillette featured prominently in EA Sports FC 25 through in-game LED ad banners. It has since expanded to include limited-time Football Ultimate Team packs, offering fans exclusive content and rewards. Gillette is also collaborating with global content creators to highlight their "razor-sharp" skills, further blending the worlds of grooming, sports, and gaming.

This strategic alliance builds on Gillette’s existing sports partnerships, including its licensing deal with the UEFA Champions League and sponsorship of the New England Revolution. It highlights Gillette’s commitment to fostering soccer’s growth globally and engaging the next generation of men through authentic, performance-driven experiences.

Daniel Ordoñez, Vice President for Gillette’s global brand franchise, emphasized the partnership as a defining moment that deepens Gillette’s roots in football and connects with a global community in meaningful ways. The collaboration reflects Gillette’s precision-engineered products and their philosophy that feeling sharp translates to playing sharp.

Charlie Villiers, Senior Director of Franchise Marketing at EA Sports FC, expressed enthusiasm about the partnership, noting it enables both brands to celebrate their shared passion for soccer and create innovative, authentic engagement opportunities for their communities.

EA Sports FC connects hundreds of millions of football fans worldwide across console, mobile, online, and esports platforms. By partnering with EA Sports FC, Gillette strategically leverages this vast player base to enhance its brand presence in both the sports and gaming sectors, driving deeper consumer engagement through innovative digital experiences.

This collaboration exemplifies how brands can extend their core values—such as Gillette’s focus on precision and superior performance—beyond traditional products into immersive digital partnerships. It also highlights the growing intersection of sports, gaming, and lifestyle branding, offering new avenues for fan engagement and brand loyalty.