Cutting Edge: New York Yankees Multi-Platform Deal Puts Gillette Back In Baseball
Monday, March 27, 2023 at 05:38PM By Barry Janoff
March 27, 2023: P&G brand Gillette today unveiled a multi-year partnership to become the official men’s grooming partner for the New York Yankees.”
The alliance is a milestone for both sides.
The Yankees said this is the first time they have had a partner with this designation.
Gillette said the Yankees partnership marks its first deal in MLB since 2018.
Financial terms were not shared.
Prior to the 2018 season, Gillette was replaced by Barbasol as the official category partner for the league after more than 100 years of unofficial and official relationships.
“The Yankees are an organization that exemplifies what it means to look, feel and play your best,” John Claughton, vp-grooming for Gillette North America, said via the company.
“We’re proud to partner with a team that has such an impressive and historic legacy, not only in baseball, but all of sports. We look forward to providing them an effortless shaving experience all season long with our GilletteLabs with Exfoliating Bar razor.”
Ironically, Gillette is based in Boston, hometown for the Yankees long-time rivals Red Sox.
The Yankees today also unveiled a deal naming StubHub as the team’s “Official Authorized Ticket Marketplace.”
StubHub this season was replaced by SeatGeek as MLB’s “Official Ticket Marketplace Partner,” but under a new deal is now a non-exclusive "Authorized Ticket Marketplace" partner, which will complement the league’s previously announced Official Ticket Marketplace.
As the team’s “official men’s grooming partner,” GilletteLabs and other Gillette grooming products will be made available in the Yankees clubhouse and the brand will be visible on select digital signage throughout the stadium. 
Earlier this month, Gillette brought together Yankees pitcher Nestor Cortes and first baseman Anthony Rizzo for a "barbershop chat" with members of the Gillette Barber Council and baseball influencer Jackson Olson.
This and other related content will appear throughout the season on official Yankees and Gillette social channels.
“We are very excited about our relationship with Gillette,” Michael Tusiani, Yankees svp-partnerships, said via the team.
“We hope that Gillette’s signage presence in Yankee Stadium and its consumer social and retail activations will continue to augment the brand awareness Gillette has already established for its products. The Gillette brand is iconic, and we are proud to be aligned with the worldwide leader in its industry.”
Gillette said it “has a longstanding history in sports marketing spanning more than 100 years, with a presence in sports including but not limited to baseball, football, soccer, basketball, eSports and cricket.”
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