EA Sports FC and Gillette have teamed up.
EA Sports FC and Gillette have teamed up.
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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.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.