Procter & Gamble’s Gillette has partnered with the newly rebranded Audi Revolut F1 Team, marking a significant collaboration between the American men’s grooming company and the luxury Volkswagen brand. The deal, which will be officially announced on Thursday, brings Gillette on board as a major sponsor of the team, which is currently based in Switzerland. As part of the agreement, Gillette will have its branding featured on the new Audi F1 cars, as well as other team materials.
In addition to Gillette, P&G’s German electric shaver brand Braun and women’s-focused razor brand Venus will also be involved in the partnership. The companies will work together to create unique experiences, retail products, and activations for F1 fans. This partnership is not Gillette’s first foray into motorsports, as the company has previously sponsored the now-defunct F1 team Benetton and had a notable presence in NASCAR through its “Gillette Young Guns” program.
Gillette CEO Gary Coombe expressed his enthusiasm for the partnership, citing the shared pursuit of performance and innovation between Gillette and the Audi Revolut F1 Team. The deal is seen as a significant coup for the team, which has also secured sponsorships with major brands such as Adidas, Hyatt Hotels, NinjaOne, and Visit Qatar.
The partnership between Gillette and the Audi Revolut F1 Team is expected to bring a new level of excitement and engagement to the world of F1 racing. With Gillette’s commitment to innovation and performance, and the team’s dedication to excellence on the track, this collaboration is poised to deliver unique and memorable experiences for fans around the world. The terms of the deal have not been disclosed, but it is clear that this partnership will be a major factor in the team’s success in the upcoming F1 season.