The deal will mean that the P&G company will be able to use Google's existing highlights linkups with European league's such as La Liga in Spain & Serie A in Italy. This along with specialist football shows and behind the scenes action along with content based around over 50 league clubs including Manchester City & Chelsea.
The aim of the channel is to galvanize existing fans, who associate the brand with football. Gillette already have the main sponsorship rights to Sky Sports Soccer Saturday show, along with previous tie ups with football stars such as David Beckham & Thierry Henry.
Alex Tosolini, vice president of e-business for Gillette at P&G, told Marketing Week Magazine that he envisages users in the millions, rather than 100s of thousands, adding that the platform will grow because it is inherently social and will be shared by consumers’ conversations online.The platform is part of P&G’s strategy of using innovative digital platforms as part of its global brand building activity.
Allegedly the deal is the biggest between a brand and Google. Over 150 different channels of content will be available for users to personalise their own channel, including video content from Goal.com. The tag line for the new venture will be "The best a fan can get" playing on the "The best a man can get." Potential of this new link up is huge, not only for the P&G group but also other brands who are looking to market their products to Football fans.
The likes of Pepsico, 02 and Samsung have all used football to appeal to consumers. We at Total Digital Football can see a huge potential for branded football content over the likes of Facebook & Youtube. However it is now up to P&G to carefully develop the content available for it's audience, to ensure it's exciting, dynamic and importantly on brand for Gillette. If they get this right, Gilette and P&G could be stealing a real march on it's rivals.
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