eSports

Gillette Gaming Alliance Returns With Big Stars Like Dr Lupo and Lando Norris

Procter & Gamble brand Gillette is bringing back its Gaming Alliance endorsement program for 2021, with 11 streamers taking part including newcomers in Formula 1 star Lando Norris and the record-breaking Spanish Twitch personality theGrefg.

This is the third year of the program, which Gillette formed as a way to help market its shaving and grooming products to younger generations of consumers that love watching top streamers play video games. This year’s class also includes Dr Lupo, one of the foremost streaming personalities in gaming who was part of last year’s program as well.

Gillette says that during sponsored streams, the 11 streamers will talk about their shaving routines and personal style as well as some of Gillette’s new products including its ProGlide, SkinGuard, and U.S.-focused Planet Kind sustainable shaving line.

As part of their deals, the company expects streamers to create content specific to their regions on Twitch, YouTube, and social media platforms as well as occasionally stream together with other Gaming Alliance members.

Gillette is announcing 10 of the 11 names today, with the representative from Japan to be announced at a later date. Other streamers include DeeJay Knight, the military veteran turned gamer from the U.S. and Canada, Locklear from France, and Alanzoka from Brazil.

The decision to include a Formula 1 driver comes amid the rise of sim racing that got a boost from the shut down of real-life racing last year when the pandemic started. Norris drives for McLaren Racing but often streams not just sim racing but also mainstream games like Minecraft and Fall Guys.

Gillette says this is the largest roster yet for the activation. It is also planning to bring back its Bits for Blades program that allows viewers the opportunity to earn Twitch Bits rewards by buying products through Gillette.com.

P&G Global Grooming CEO Gary Coombe was involved in the deal and noted in a statement that esports/gaming “continue to explode in popularity, especially through the challenges of the pandemic.”

The razor brand has done some other work in esports, advertising on Twitch and teaming up with an HBCU esports alliance group late last year.

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