Gillette returns as a licensing partner of the Champions League following a collaboration in 2019. (Stuart Franklin/Getty Images)

Gillette, the renowned men’s grooming brand owned by Procter & Gamble (P&G), has today announced a new global licensing partnership with European soccer’s elite UEFA Champions League club competition.

Through the multi-year tie-up with UEFA, the brand becomes the official licensed shaving product partner of the competition and will have exclusive rights to create and distribute a range of co-branded men’s grooming products.

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For the first time, the deal also covers P&G’s full male grooming portfolio, including its Braun and King C. Gillette brands.

The new agreement marks a return for the brand as a licensing partner of the Champions League following an initial collaboration in 2019.

As part of the deal, Gillette will be creating special editions of its products featuring UEFA Champions League branding.

The brand will also roll out several fan engagement activities.

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Gary Coombe, Gillette's chief executive, said: “Reuniting Gillette with the UEFA Champions League is something we’re very excited about. We have a long history of association with world class sports, and we’re delighted to be returning as a UEFA Champions League licensee.”

In November, UEFA invited offers for its last available sponsorship rights package for the Champions League.

The Team Marketing agency is UEFA’s global sales partner, marketing the commercial rights for its men’s club competitions for the 2024-27 cycle.

Most recently, Qatar Airways was unveiled as the latest major sponsor of the Champions League.

This season’s competition has now reached the new knockout play-off stage (brought in this campaign), with the following round of 16 to begin in early March.