Gillette Newsroom

P&G Extends Naming Rights for Gillette Stadium, Home of the New England Patriots and New England Revolution

P&G and The Kraft Group Extend Their Partnership Through the 2031 Season


Wednesday, September 22, 2010 8:08 am EDT



Public Company Information:

"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."

Gillette (NYSE: PG) and The Kraft Group today announced an extension to their strategic marketing and business partnership that includes exclusive naming and sponsorship rights of Gillette Stadium through the 2031 football season. The 68,756-seat, open-air facility, home of the New England Patriots of the National Football League and the New England Revolution of Major League Soccer, has been named "Gillette Stadium" since August 2002.

"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 has a century-long sports heritage – through programs such as Gillette's sponsorship of the World Series and other fabled sporting events – Gillette Stadium is a major component of P&G's strong portfolio of sports marketing assets today, including agreements with the NFL, NASCAR, Major League Baseball and the International Olympic Committee.

Financial terms were not disclosed.

About P&G (NYSE: PG)

Four 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®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®.

About Gillette Stadium

Gillette Stadium, located in Foxborough, Mass., is the premier sports and entertainment venue in New England. The 68,756-seat stadium is the full-time home of the NFL's New England Patriots, which have sold-out the stadium for every home game since it opened in 2002. Gillette Stadium is also the home field of the New England Revolution of Major League Soccer, and hosts a variety of other marquee sports events, including international soccer matches, NCAA championships and high school football super bowls. In December 2009, Billboard magazine ranked Gillette Stadium among the top 10 grossing concert venues in the world over the last decade. The stadium, which is equipped with two 60,000-square-foot club spaces and 87 luxury suites, also hosts hundreds of corporate and private events each year, as well as special events.


P&G / Gillette:
Michael Norton, 617-463-5777
Kristen Gugliotta, 617-463-5774
New England Patriots:
Stacey James, 508-384-9105