A new kind of effort by big CPG to my knowledge, course Gillette has been sponsoring sports for somet ime.
Gillette parent boosts esports sponsorship via video game competition in BizJournals
Gillette parent company Procter & Gamble is elevating its presence in electronic sports via a sponsorship deal involving gaming tournaments with more than $3 million in prize money. The sponsorship is intended to drive engagement and connect the Gillette brand with younger audiences through esports and soccer..... "
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