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EA SPORTS/Gillette

Publisher and razor maker set marketing sights on "strategic target" of 18-34-year-old chaps.

BOSTON, August 28, 2008 – Tiger Woods, one of today's greatest athletes, joined two of his partners – and two of the world's best known brands – Gillette [PG], the world’s leading grooming brand, and EA SPORTS™, the world’s leading sports interactive entertainment brand and a Label of Electronic Arts Inc. (NASDAQ: ERTS), on Wednesday to announce a global partnership that will create a variety of co-promotional marketing opportunities focused on similar male consumers. This will include joint online marketing efforts in more than 20 markets in North America, Latin America, Western Europe and Asia that will leverage the Xbox 360® LIVE and EA SPORTS in-game environments. Joining Tiger Woods for the announcement in New York City were Peter Clay, Vice President, Gillette Grooming, and Peter Moore, President, EA SPORTS.

“Gillette and EA SPORTS represent the best in grooming and gaming, and this partnership is a natural extension of our ongoing efforts to engage guys through their competitive nature and their passions, including sports,” said Peter Clay. “We’ll be working together to reach consumers with unique programs such as the Gillette – EA SPORTS Champions of Gaming, a global tournament that will offer gamers the opportunity to compete against the best in the world and then take on the Gillette Champions and other sports legends to see if they have what it takes to be the best.”

Gillette and EA SPORTS are leaders in industries favored by male consumers that have witnessed considerable growth in recent years. Both companies share the same strategic target – guys 18-34 years old – as well as a rich history of technological innovation, competition and connecting with guys through their passion for sports.

The Gillette – EA SPORTS Champions of Gaming – the world’s largest multi-sport gaming tournament– will officially launch in late October and provide gamers the opportunity to compete against others from around the world for the chance to be named a Global Champion of Gaming. The live global finals will be conducted in Tampa, Florida, in January 2009, with the Global Champions in each gaming category competing against one of the Gillette Champions – Gillette’s group of global sports superstars that includes Tiger Woods, Roger Federer and Derek Jeter. Gamers will be able to play via Xbox 360 LIVE on Tiger Woods PGA TOUR® 09, NASCAR® 09, Madden NFL 09, NBA LIVE 09 and EA SPORTS™ FIFA Soccer 09. More information about the Gillette – EA SPORTS Champions of Gaming will be available after October 15, 2008, at

"I'm proud of my association with both Gillette and EA SPORTS because they represent what it means to be at the top of your game," said Gillette Champion Tiger Woods. “This program will give guys the chance to play games at the highest level possible, which is always exciting. To be the best at anything is an amazing feat."

“We’re excited about this terrific new partnership between EA SPORTS and Gillette,” said Peter Moore, president of EA SPORTS. “Joining Gillette to present such an ambitious global gaming tournament as the Gillette-EA SPORTS Champions of Gaming is great news for sports fans and works to continue the globalization of our brand. We anticipate that there will be some very fierce competition taking place around the world on some of our most popular franchises. To then give the gaming champions the chance to battle their heroes from the real-world of sports is a sports fan’s dream come true.”

EA Sports Contact

• David Tinson: (604)-456-5167,

Gillette Contact

• Michael Norton: (617) 421-8201

Porter Novelli Contacts

• Michael Young: (212) 601-8212

• Richard Small: (212) 601-8187


About Gillette Fusion®

Gillette Fusion is the world’s first razor system with the revolutionary technology of a 5-blade Shaving Surface™ on the front of the cartridge and a Precision Trimmer™ on the back. Gillette’s Fusion family of razors includes Fusion, Fusion Power™, Fusion Power Phantom™, Fusion Phenom™ and Fusion Power Phenom™. The Gillette Fusion franchise launched in 2006; in 2008 it became P&G’s 24th brand to generate more than one billion dollars in sales, joining the ranks of powerhouse brands Tide®, Crest®, Braun®, Oral-B®, and Olay®. More information can be found at

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, cellular handsets and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS TM , EA TM , EA SPORTS Freestyle TM and POGO TM . In fiscal 2008, EA posted GAAP net revenue of $3.67 billion and had 27 titles that sold more than one million copies. EA's homepage and online game site is More information about EA's products and full text of press releases can be found on the Internet at

EA, EA SPORTS, EA SPORTS Freestyle and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. John Madden, NFL, NBA, NASCAR, Tiger Woods, PGA TOUR and NASCAR are trademarks of their respective owners and used with permission.

All other trademarks are the property of their respective owners.

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