BOSTON: Proctor & Gamble's Gillette brand is partnering with EA Sports as part of a global marketing effort to promote the brand to male gamers from ages 18 to 34.
Gillette is helping to host the Gillette-EA Sports Champions of Gaming tournament, in which gamers compete to win the opportunity to play against sport celebrities like Tiger Woods and Derek Jeter in February. The online gaming competition began October 31 and will continue through several qualifying rounds with Xbox Live services. ...