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BizReport : Internet : May 05, 2009

BIC sponsorship means close shave for gamers

One of the most recognizable brands in the world of men's grooming has become the official sponsor of one of the Internet's premier professional online gaming leagues.

by Helen Leggatt

BIC already sponsors college sports, such as basketball and football, but now the razor brand is targeting the less outdoorsy young demographic - online gamers. The brand's Comfort 3 Advance product will be integrated with the programming of the world's largest professional video game league in the world - Major League Gaming.

"Once we understood the level of competition, engagement, and community at Major League Gaming, we knew we had to be involved," said Jamie Kistner, a brand manager at BIC.

The announcement is complemented by a half million unit on-pack promotion. BIC Comfort 3 Advance shaver packaging will feature a code that, when entered on Major League Gaming's GameBattles site, credits the consumer with 20 free credits, a value of $12.99.

To deepen their involvement with gamers on Major League Gaming, BIC sponsors regular editorial and video content that provides gamers with hints and tips to improve their game play, delivered by a Major League Gaming expert or Pro.

"We're very pleased to partner with BIC Comfort 3 Advance and to launch our second national consumer package promotion already this year," said Matthew Bromberg, president and CEO of Major League Gaming. "We continue to break open meaningful new sponsor categories, demonstrating the purchasing power and brand loyalty of Major League Gaming Nation."

Earlier this year, Dr Pepper joined up with Major League Gaming and the site's top team, Str8 Rippin to give consumers an insight into the lifestyle of premier gamers. As part of the sponsorship, 175 million Dr Pepper 20-ounce bottles featured the image of one of the Str8 Rippin team mates, the first time ever the drink brand has used any sponsored star on its label for national distribution.

Tags: BIC, Dr Pepper, engagement, gamers, gaming league, Major League Gaming, online branding, shaver

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