King C. Gillette Partners with Kings League Lottomatica.Sport Italy as Official Beard Care Brand
King C. Gillette has announced a partnership with kings League Lottomatica.Sport Italy, a new and innovative football format, becoming the league’s official beard care partner. The collaboration, launching in September, stems from a shared brand identity – both King C. Gillette and Kings league utilize a beard as an iconic element in their logos and project a strong, recognizable image.
The partnership aims to integrate personal care with athletic performance, engaging athletes, creators, and fans alike. King C. Gillette’s focus on precision,innovation,and detail aligns with the Kings League’s dynamic and contemporary culture.
Throughout the season, King C. Gillette will have a visible presence during Kings League Lottomatica.Sport Italy matches through branding on Ledwall displays, Overlay Live graphics, and backdrops for post-match interviews. Dedicated content will also be featured on the league’s official instagram and TikTok channels.
A key element of the collaboration is the creation of a dedicated “Barber Station” at Kings League match days. This experiential space, designed as a contemporary barbershop with vintage aesthetics, will offer professional beard care services – including trimming and definition – managed by an expert barber. The Barber Station will serve talent, creators, and the public, providing a dedicated moment of preparation and acting as a backdrop for original social content.
Marco Centanni, Gillette’s Shave Care Italy brand Director, stated the partnership “perfectly represents the values of King C. Gillette: authenticity, personal expression and desire to get involved,” adding that Kings League is “the ideal stage to tell our brand to a whole new generation.”
franco Morelli, Managing Director of Kings League Italy, echoed this sentiment, noting that the agreement with King C. Gillette represents “an ideal meeting with a partner who fully shares our innovative spirit, able to speak to a young, dynamic and increasingly involved audience.”
