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Gillette has signed a deal with developer EA to sponsor the EA SPORTS FIFA 20 Global Series. The razor brand will activate during the tournament’s broadcasts on Twitch and YouTube through a variety of sponsored segments, commercials, and on-air promotions.
Recently, Gillette expanded its esports campaign to China, partnering with a group of Honor of Kings players. The brand has also collaborated with various teams and influencers on a variety of Twitch-based promotions, and last year signed deals with both the Overwatch League’s Boston Uprising, and Brazil’s top League of Legends competition.
The FIFA 20 Global Series is a global tournament ecosystem which operates tournaments across the world throughout the year. Over $3M USD in prize money will be distributed throughout the course of the tournament series.