P&G revives Gillette World Sport show in branded content push

Procter & Gamble-owned brand Gillette is set to revive its World Sport show and will create 52 branded content episodes per year covering global sport.

The show, which will be broadcast from January 2015, will live across all media platforms and will be supported by social media activity.

Produced and distributed by Sunset + Vine, the show was originally devised in 1984 as a 16-part one hour series showing sporting highlights from around the world.

The new programme will also cover global sports with a strong focus on what technology and training athletes use to perfect their techniques.

Francesco Tortora, Gillette global brand director, commeted: “Gillette’s business is built on precision engineering, where attention to detail makes the difference between good and great. The new Gillette World Sport will be produced through the lens of precision, bringing men a unique view on all their favourite sports from around the world.”

At its peak the Gillette World Sport show was aired in over 180 territories.

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