"Gillette and EA Sports represent the best in grooming and gaming, and this partnership is a natural extension of our ongoing efforts to engage guys through their competitive nature and their passions, including sports," said Peter Clay. "We'll be working together to reach consumers with unique programs such as the Gillette -- EA Sports Champions of Gaming, a global tournament that will offer gamers the opportunity to compete against the best in the world and then take on the Gillette Champions and other sports legends to see if they have what it takes to be the best."
Gillette and EA Sports are leaders in industries favored by male consumers that have witnessed considerable growth in recent years. Both companies share the same strategic target -- guys 18-34 years old -- as well as a rich history of technological innovation, competition and connecting with guys through their passion for sports.
"I'm proud of my association with both Gillette and EA SPORTS because they represent what it means to be at the top of your game," said Gillette Champion Tiger Woods. "This program will give guys the chance to play games at the highest level possible, which is always exciting. To be the best at anything is an amazing feat."