• August 29, 2008

P&G's Gillette division will promote its Gillette Fusion shaver by posting its roster of endorsers, "Gillette Champions" like Tiger Woods and Roger Federer, via a global digital-game program with Electronic Arts' EA Sports division.

The partnership will include co-promotional marketing in 20 markets in North America, Latin America, Western Europe and Asia. The effort for Xbox 360 Live and EA Sports launches in late October and lets players compete to be Global Champion of Gaming. The live global finals will be conducted in Tampa, Fla., in January, with the Global Champions in each gaming category competing against one of the Gillette Champions -- Gillette's group of athletes like Woods, Federer and Derek Jeter.

Gamers will be able to play via Xbox 360 Live on Tiger Woods PGA Tour 09, NASCAR 09, Madden NFL 09, NBA Live 09 and EA Sports FIFA Soccer 09. --Karl Greenberg