Philips has chosen us again for 2023! The renewal of the partnership, which sees Philips' flagship men's shaving product, OneBlade, as the main sponsor of the 2023 FIFA team, is a further step in the fusion of style and sport.
After the extraordinary results achieved last year, the signing of the renewal results in the inclusion of OneBlade as the main sponsor on the official FIFA Team jersey, which has undergone a further makeover thanks to the collaboration with the brand Umbro, a well-known British sports and football clothing manufacturer.
The creativity of the campaign developed in synergy with Philips OneBlade focuses on the '360' concept, which represents the expansion of the connection between style and Esports. This concept recalls OneBlade's innovative blade technology, as well as the circular shape of a football or joystick buttons.
The renewal of the partnership is the culmination of a successful year, which saw Philips OneBlade take part in Milan Games Week for the first time. During this important event in the Italian gaming scene, Philips OneBlade offered visitors the chance to experience first-hand the benefits of the new OneBlade 360 and to enjoy a professional shave thanks to the exclusive barber shop corner in our pavilion. This initiative underlined once again how style and gaming can go hand in hand.
Simone Marcucci, Media, PR & Influencer Marketing Manager - Personal Health Italy, Israel and Greece for Philips, commented on the renewed partnership:
"The decision to become an official sponsor of Mkers was a big step forward in our communication strategy in 2022, bringing our brand closer to younger audiences. Gaming continues to be a sector that Philips intends to focus on, so we are excited to confirm the agreement with Mkers also for 2023, consolidating our presence in the leading Italian Esports market."
Thomas De Gasperi, President of Mkers S.p.A., added:
"2022 has been a year of significant growth for Mkers and the partnership with Philips OneBlade has been an absolute protagonist. The renewal for 2023 is an important signal of stability in our growth path and for the entire market. We are proud to be part of the top teams in the FIFA competitive scene, which has allowed us to be present in the title shortly after the release of FIFA 23 with our in-game kit, which will be available again in FUT mode from 9-23 February, with Philips OneBlade as Main Sponsor."
Through this partnership, Philips OneBlade has reached an audience of more than 58 million users, with an additional 15 million thanks to our network.
The partnership has enabled Philips OneBlade to strengthen its ties with the FIFA community and football fans in Italy, as confirmed by the results of research conducted by the brand. According to the data collected, 63% of respondents recognise the partnership between OneBlade and Mkers as relevant to the brand, leaving a positive impression in 65% of them. Brand recognition has increased over the past year to 68%.