Procter & Gamble teams with Google for Football YouTube channel


FMCG giant Procter & Gamble has struck a deal with Google to create a football-based YouTube channel to promote its Gillette male grooming brand. The ‘Gillette Football Club’ will show highlights and goals from several major international leagues, though the channel won’t feature any action from England’s Premier League, as the online rights are owned by Yahoo.

Watch the launch video here:

Instead, viewers will be able to see footage from such leagues as Spain’s La Liga, Italy’s Serie A and Major League Soccer from the States alongside other video content including news, behind-the-scenes videos and club-specific programming from the likes of Chelsea, Olympique de Marseille and Paris Saint-Germain.

Currently in beta testing in 35 countries, Gillette Football Club also allows users to customise the channel as they see fit and effectively create personalised hubs that serve content based on their preferences. Further functional innovations, such as social gaming, are planned for the service after launch.

Google Northern and Central Europe’s Matt Brittin said of the new venture: "YouTube is the home of great quality content on the web for viewers and advertisers alike. The ever expanding team of YouTube football partners create a diverse and compelling content line up for fans.
“We're delighted to join forces with Gillette to build a fantastic new YouTube experience for our passionate football community."


The platform will also feature exclusive content created by production company Big Balls, player performance analysis provided by Squawka, and popular social football game I AM PLAYR.

The integration of I AM PLAYR into the platform will give the channel access to a large, existing, football-engaged audience. Over 5 million players aged between 16-34 years spend more than 50 minutes per day engaging with the brands and content in I AM PLAYR, according to the games creator, We R Interactive.

Paul Whitehead, global commercial director of We R Interactive said: “There’s a natural synergy between I AM PLAYR and Gillette and we’re excited to be partnering with them on this global deal which will enhance the gameplay experience for both our users and football fans on the Gillette Football Club.”

The Gillette Football Club was developed under the creative lead of Proximity BBDO Paris. CEO of the agency, Olivier Rippe says the channel was a challenge both from a creative and technical standpoint. “We have gathered experts, sports journalists and exceptional partners, to create a program that lives up to P&G’s [Procter & Gamble's] very high expectations and business priorities of the group.”

The move will see Gillette become the main sponsor of football content on YouTube in Europe, Middle East and Africa, and add to the partnership the FMCG firm has with charity streetfootballworld by donating one dollar for every registration to the club up to a limit of US$300,000.

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