EA Sports and Gillette Form Gaming Partnership

September 4, 2008

By Mike Peters

Electronic Arts (EA) and Gillette announced they have formed a partnership to target male consumers between the ages of 18 and 34 - a key demographic for both companies - by creating a sports-themed gaming tournament called The Gillette-EA Sports Champions of Gaming Tournament. The tournament will pit game winners against real-life sports stars.

Gillette-EA Gaming Tournament Pits Players Against Real-Life Sports Stars

The Gillette-EA Sports Champions of Gaming Tournament will be launched toward the end of October and will provide the opportunity for sports gamers to compete with other players from all over the world in several different gaming categories to become a Global Champion of Gaming. Each of the Global Champions will then move on to the finals to compete against a Gillette Champion - one of Gillette's group of sports stars including golf's Tiger Woods, tennis' Roger Federer, and baseball's Derek Jeter. The live finals are set to be held in Tampa, Florida in January.

Peter Clay, vice president of Gillette Grooming, said: "The partnership between Gillette and EA Sports is a natural extension of our ongoing efforts to engage this demographic group through their competitive nature and their passions, including sports."

Gamers will be able to play via Xbox 360 Live on EA games including Tiger Woods PGA TOUR 09, NASCAR 09, Madden NFL 09, NBA Live 09, and EA Sports FIFA Soccer.

Electronic Arts, a Leader in Interactive Entertainment

Electronic Arts is a leading independent developer and publisher of interactive entertainment software for advanced console systems such as PlayStation3, PlayStation2 computer entertainment system, the PSP (PlayStation Portable) system, Xbox 360 and Xbox video game system from Microsoft, Nintendo Wii, Nintendo GameCube, Game Boy Advance and the Nintendo DS, as well as PC, casual web-based games, and games for mobile phone devices.