Sports Biz with Darren Rovell

Check Out The "Coolest" Sponsorship Around

I obviously don't see or hear about everything that is out there, so that's why I count on you readers to send me sports biz happenings that you think are of interest.

Major props go to Brian Degan of the Bruins, who sent me this unbelievable sponsorship the Bruins did with Gillette. We've seen sponsorships on Zambonis before, but this is ingenious.

Source: Boston Bruins

The idea was dreamed up by Gillette's ad firm BBDO and was pitched to Gillette and the team. The Gillette Fusion Zamboni hit the ice for the final two games of the regular season and three playoff games.

"It's very cutting edge," said Amy Latimer, senior vice president of sales and marketing for the Bruins and the TD Banknorth Garden. "And the amazing thing is it really looks like the razor is shaving the ice."

Gillette spokesman Mike Norton told us that there's definite interest in perhaps bringing the razor back next year as long as it falls into the brand's marketing budget.


We were shocked to find out that this isn't the first time a razor sponsorship was built out in 3-D style on a Zamboni. Gillette's competitor Schick apparently did it with its Quattro razor at a hockey game in Australia.

The execution on the Gillette Zamboni is much better.

Questions?  Comments?