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Gillette signs three new sports superstars

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Gillette, which is owned by Procter & Gamble Co.’s is said to have signed three sports superstars — U.S. golfer Tiger Woods, tennis champion Roger Federer and French-born soccer star Tierry Henry, for its new Gillette Champions program. This is the brand’s biggest current global sports-marketing initiative.

Speculations are rife that this is also a replacement for David Beckham, whose contract ends later this year. Some industry experts say that Beckham’s move to the US football club Galaxy may have increased his market cachet in US, but it has certainly weakened his appeal as a global Gillette spokesman. No official comment has been made by Gillette so far regarding the future of David Beckham with the company after the new sign-ups

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