Gillette has signed a major new broadcast deal with You Tube for the creation of the ‘Gillette Football Club’.
The branded channel will include highlights, goals, behind the scenes and exclusive coverage from a variety of the leading Leagues and clubs across Europe.  It is being billed as likely to reinvent the way that people watch football online.
Content from Spain’s La Liga and Italy’s Serie A will be included but not yet from the English Premier League.  The exclusive rights to online highlights and goals for that league are held by Yahoo.
Individual clubs including Manchester City and Chelsea are included though and will provide news and content access which will broaden their reach and also provide data on how the Premier League in England might be seen as crucial to the long term success of the venture.
There is no live content from the major leagues as yet but this may change over time as You Tube begins to determine a value for broadcasting through its channels.  We have seen in rugby how a well funded and ambitious communications channel can break through what until recently were seen as the limited bidding family of broadcasters when it comes to major sporting rights.
P&G will brand the Gillette Football Club as ‘the best a fan can get’, amending and extending the value of their long running slogan.  The site was launched in Beta mode in London yesterday and will build a variety of digital tools including social, gaming and analysis to make it an important part of the digital sports landscape in a short period of time.
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