Twitch, Gillette Further Three-Year-Old Brand Deal With Fleet Of Five Top Gaming Creators

In furtherance of a brand alliance dating back to 2017, Twitch and the razor and personal care brand Gillette have forged a team of five top gaming stars who are set to create sponsored content for their legions of fans.

Dubbed the Gillette Gaming Alliance, the crew includes: pro Fortnite star and uber-charitable streamer Ben ‘DrLupo’ Lupo (3.5 million Twitch followers), model-turned-Fortnite pro Nate Hill (768,000 followers), Team Liquid Hearthstone streamer and TeamFight Tactics player DogDog (583,000 followers), veteran Brazilian creator Alanzoka (2.1 million followers), and Mexican variety streamer Elded (1.5 million followers).

The program will also comprise an integration whereby Twitch users who buy Gillette products (using the promo code ‘Bits4Blades’ at checkout on Gillette’s website) can receive free Twitch Bits — a virtual good that viewers can tender in live chats to show support for their favorite streamers. Shoppers will be able to redeem 2,000 Twitch bits for every $10 spent, 5,000 for every $25 spent, and 10,000 for every $50 worth of Gillette.com purchases. A landing page also lists the guys’ favorite selections from the Gillette line. (Gillette is owned by Procter & Gamble

“We are honored to work with Gillette to bring back the Gillette Gaming Alliance,” Nathan Lindberg, Twitch’s senior director of global sponsorships, said in a statement. “We are always looking for new and innovative ways to excite our viewers and fans while further supporting our streamers, and Gillette is the perfect partner for this.”

You can check out a teaser video for the partnership right here: