Gillette and EA Sports FC partner on in-game ads and soccer Ultimate Team packs

Gillette and EA Sports FC have partnered in a global brand deal aimed at elevating how fans experience the game of soccer on and off the pitch.

The deal unites Gillette, a 115-year-old men’s grooming brand, and EA Sports FC, a sports gaming brand with 30 years of history. The deal comes a day after news surfaced that EA is doing layoffs at its Respawn Entertainment division.

The partnership kicked off in January with EA Sports FC 25 featuring Gillette as part of in-game LED ad banner signage and is now moving to the next level offering Football Ultimate Team packs, available to redeem for a limited time. To elevate this experience, Gillette is partnering with global content creators to showcase their “razor-sharp” skills on and off the pitch.

Together, Gillette and EA Sports FC aspire to inspire athletes, fans, and gamers everywhere to feel sharp and play sharp ...