P&G launches Gillette Football Club on YouTube

Gillette: launches YouTube channel
Gillette: launches YouTube channel

Procter & Gamble has struck a partnership with Google to create a football-focused YouTube channel for its Gillette male grooming brand.

Gillette, which is the sponsor of football on YouTube in EMEA, has launched the Gillette Football Club channel on the video site, with content including goals, highlights and behind the scenes footage from international football leagues and clubs.

The channel has gone live today in beta. It features content from leagues including Spain’s La Liga, and Italy’s Serie A, and over 50 different clubs, including Manchester City FC, Chelsea FC, Paris Saint-Germain, and Olympique de Marseille.

It does not have online Premier League highlights, however, as the rights are owned by Yahoo.

The channel will feature news from sports content providers such as TalkSport and ESPN. Gillette plans to launch exclusive branded football content on the channel, created by production company Big Balls Films, and social gaming.

It also has a stats page with information on leagues, including the English Premier League and players, provided by Squawka.

The stats section includes information on top European goal scorers and Gillette’s team of the week.

Gillette already has an association with football through its partnership with grassroots football organisation streetfootballworld. For every user which registers on the new Gillette YouTube channel, P&G it will give one dollar to streetfootballworld, up to a limit of $3m.

The channel also has an "explore Gillette" section for the channel, with videos of past TV campaigns, information about products and the ability to click through to buy Gillette them on Boots’ ecommerce store. 

Matt Brittin, vice president of sales and operations at Google, said: "The ever expanding team of YouTube football partners create a diverse and compelling content line up for fans.

"We’re delighted to join forces with Gillette to build a fantastic new YouTube experience for our passionate football community."

The channel was developed with Proximity BBDO Paris.

The launch comes shortly after YouTube launched a foreign football league highlights channel by sports media rights company MP & Silva. The Scottish Premier League also recently launched a highlights channel on YouTube.

Meanwhile Budweiser chose football content for the launch of its first ever branded channel on YouTube, as revealed by Marketing.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message