P&G Extends Naming Rights for Gillette Stadium
Gillette has opted to extend its exclusive naming and sponsorship rights of Gillette Stadium through the 2031 football season. The original deal, which began in 2002, was set to expire in 2017. The 68,756-seat, open-air facility is home of the NFL's New England Patriots and Major League Soccer's New England Revolution.
"This extension continues our successful relationship with the Kraft family and one of the strongest sports franchises in the world. The naming of Gillette Stadium has been a great investment for our business," said Chip Bergh, Group President, P&G Global Male Grooming. "It almost goes without saying that reaching men has always been a challenge, but guys love sports which is why Gillette pioneered Sports Marketing almost 100 years ago."
""Like the Patriots, Gillette has a long history in New England and we are proud to partner with a local company that is a powerful world-class brand," said Jonathan Kraft, President of The Kraft Group. "Gillette is not just a naming rights partner, but a company we are proud to partner with on many platforms. Since the grand opening of Gillette Stadium in 2002, on the night that we unveiled our first Super Bowl banner, the Patriots and the Revolution have established a championship tradition, combining to win seven conference titles and two league championships. We look forward to continuing the championship tradition here at Gillette Stadium and are happy that Gillette will remain part of that tradition well into the future."
Gillette Stadium is a major component of P&G's portfolio of sports marketing assets, which includes agreements with the NFL, NASCAR, Major League Baseball and the International Olympic Committee.
Financial terms of the extension were not disclosed.