Gillette partners with EA Sports

Golfer Tiger Woods, a veteran of marketing for both businesses, helps tee off the new 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 officials 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 and want to build their businesses in markets around the world.

"This is a classic partnership where we're leveraging mutual assets," said Peter Clay, Gillette vice president of global grooming. "It's very efficient for both of us."

The shaver maker has for decades sponsored traditional sports such as baseball, boxing and football and more recently added NASCAR because of its growing popularity.

"Times have changed," Clay said. "Young guys are still watching live action sports, so we still have a big presence there, but they're also spending a lot of time gaming. That's where guys are these days."

Bruce Cohen, a strategist for the retail consulting firm Kurt Salmon Associates, said shaving products companies must start early cultivating consumers who often become lifelong customers. Video game players are an increasingly diverse group, and older men can relate to game promotions because they play themselves, are used to their children playing them, or are familiar with the sports figures involved such as Woods and football's John Madden, he said.

"Gaming is part of the bridge to that next group of consumers they're trying to tap into," Cohen said. "At the same time, it's not so far away from their core consumers and their group of classic sports like golf and football."

Meanwhile, Cohen added, EA Sports gains an experienced marketing partner with deep pockets and global reach.

Gillette's part of Cincinnati-based consumer products giant Procter & Gamble Co. P&G recently reported that Gillette's five-blade Fusion shaving system, launched in 2006, has become its fastest brand to reach $1 billion in annual sales.