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The Gillette Cup returns with the Gillette Gaming Alliance

  • This is the second year for the Gillette Cup, now with a prize pool of $50,000.
  • 64 teams and 128 players from around the world will compete in the two-day tournament.
  • The Gillette Gaming Alliance has been operating in the gaming space for five years.

The Gillette Cup returns with the Gillette Gaming Alliance and Gillette Face-Off with Fortnite. Following its debut in 2022, the male grooming brand returns for a second year to support the gaming and esports scene with a two-day international gaming competition in Fortnite. The Gillette Gaming Alliance is the company's longest-running gaming activation, now in its fifth year.

The Gillette Cup

In February of 2022, the Gillette Cup made its debut with over 300,000 viewing hours throughout the whole tournament. This year the prize pool has been doubled to $50,000 and will feature members of the Gillette Gaming Alliance competing against members of the Global Fortnite community.

The tournament will take place in a revamped custom environment developed in Fortnite, the Gillette Face-Off. According to a press release, this new version builds on the success of the futuristic labs and mineshaft versions first introduced in 2022.

“The celebrated return of the Gillette Cup is testament to our previous successes and deepening relationship with Gillette Gaming Alliance members to provide meaningful and impactful experiences to the gaming community. We are looking forward to cheering on our Alliance members and engaging with Fortnite’s community – while, most importantly, meeting them where they thrive in a truly fun and authentic way.” Daniel Ordonez, Gillette Global Brand Franchise Leader

Gillette is a legacy brand in the traditional sports space, so it's not a stretch for them to want to make meaningful connections in the esports space as well. Daniel Ordonez, Global Brand Franchise Leader for Gillette, commented on the differences between working in traditional sports and his time working with esports athletes in the Gillette Gaming Alliance.

"In a way, there are not a lot of differences between our Alliance members and traditional sports ambassadors. They are the best at what they do and represent Gillette in the best ways possible while reaching our global audience. At the same time, it is still important to remember that you cannot simply extrapolate from sports to esports. It is critical to deeply engage with the gaming community and understand and embrace the specific dynamics and needs of esports and its athletes wholeheartedly." 

Fans and viewers will be able to follow the leaderboards and get real-time updates by visiting GilletteCup.com and win exclusive Gillette Gaming gear and products throughout the tournament. Fans can also compete in the Gillette Face-Off anytime by using land code 6674-8139-7577.

Gillette Cup Tournament Details

The Gillette Cup event kicks off on June 1st with the Regional Rounds, where 64 teams consisting of 128 players from across the globe will compete. Participants will be representing Brazil, France, Germany, Italy, Mexico, Spain, the United Kingdom, Canada and the United States.

The top 16 teams from Regionals will then battle it out for the opportunity to advance to the Semi-Finals where they’ll be competing in two groups. The top four duos from both groups will make it to the finals and clash for the top spots and prizing.

“I have had a blast streaming for the Gillette Gaming Alliance this year and providing awesome content and experiences to my community on behalf of the brand. I remember tuning into the Gillette Cup last year and thinking it was epic. So, I am really excited to be a part of it myself this year – and I hope to bring home the W for my fans and followers.” Fortnite pro Andre "TypicalGamer" Rebelo, Gillette Gaming Alliance member representing North America.

Participating members of the Gillette Gaming Alliance for the Gillette Cup.

Participating members of the Gillette Gaming Alliance in the Gillette Cup.

It's not uncommon for brands to dip their toes into the gaming and esports space, but it is quite a feat that the Gillette Gaming Alliance is still going strong after five years. "We constantly evolve it to meet our audience where they are, host different activations such as the Gillette Cup and create custom Gillette x Fortnite maps," Ordonez said, "but at its core – we put a massive importance on gamers as content creators. Our approach to make gaming and gamers a long-term strategic commitment for Gillette is adding mutual value and is evidenced by the growing success of our activations."