MONDAY 17 SEP 2012 1:20 PM


What is one part social, one part sport and one part style? The new Gillette Football Club channel on YouTube.

As the world turns its focus from the Olympics back to football, sponsors are simultaneously pouring millions into the sport including many Olympic sponsors such as Adidas and P&G.

A longtime sponsor of sport, Gillette’s parent company, P&G ran a hugely successful Olympic campaign. Sociagility ranked P&G’s ‘Thank You, Mum’ campaign the best in engagement during the Olympics due to its integrated YouTube channel, website and social media presence. The Gillette Football Club channel will similarly celebrate football and its fans while subtly allowing users to explore Gillette’s past marketing campaigns and products and linking to Boots’ online store.

“YouTube is the home of great quality content on the web for viewers and advertisers alike,” Google’s VP of sales and operations for Northern and Central Europe Matt Brittin says. “The ever expanding team of YouTube football partners create a diverse and compelling content line up for fans. We're delighted to join forces with Gillette to build a fantastic new YouTube experience for our passionate football community."

With 150 channels existing YouTube football channels, Gillette hopes to stand out with a focus on audience engagement and allowing users to personalise their experience. The channel launches today in 35 countries and will also feature a gaming element aimed at 16-34 year olds.