Procter & Gamble-owned brand Gillette announced Friday that it has extended and expanded its ongoing partnership with Amazon-owned streaming platform Twitch and its ongoing competition series Twitch Rivals.
Financial terms of the deal were not disclosed.
Under the terms of this expanded partnership, Gillette will serve as the official shave care partner of Twitch Rivals, which will involve its portfolio of Gillette, Gillette Intimate, Venus by Gillette, and Braun product lines. Gillette said in a release that this partnership is part of its ongoing effort to expand into game; a journey that began with Twitch and its Gillette Gaming Alliance, a global gaming ambassador roster, and continued with Twitch in other activities and activations over the last several years.
To commemorate this partnership as the official shave care partner, Twitch and Gillette will offer fans “exclusive challenges, discounted promotions, rewards, and events” during live Twitch Rivals tournaments. Those activities and activations include (according to a release):
Best of the Best – Gillette’s regularly recurring segment will select the best moments during Twitch Rivals as voted on by the fans and rewarding streamers and their communities.
Becoming the Best- Gillette will shine a spotlight on Twitch Streamers as they walk fans through their routine they go through to become the best when it comes to training and preparation in order to win Rivals tournaments. They’ll also speak to their personal care routine, the Gillette products they use, and how when they look good they feel good and when they feel good they perform at their best
Special Retail Promotions- During key Twitch Rivals broadcasts, Gillette will reward Twitch Rivals viewers with special limited time discounted promotions on Gillette’s Amazon Storefront that are accessed through Channel Skins as a first-of-its-kind retail activation on Twitch and Amazon
Entitlement Event – Gillette will be the premiere host of a Twitch Rivals tournament that will feature custom integrations and competitions.