EA Sports has signed an official deal for cross-promotion with men's grooming brand Gillette.
Tiger Woods will be the official face of both brands for the global partnership, which will leverage the Xbox 360 Live and EA Sports in-game environments.
Joining Tiger Woods for the announcement in New York City were Peter Clay, Vice President, Gillette Grooming, and Peter Moore, President, EA Sports.
"Gillette and EA Sports represent the best in grooming and gaming, and this partnership is a natural extension of our ongoing efforts to engage guys through their competitive nature and their passions, including sports," said VP of Gillette Grooming Peter Clay.
"We'll be working together to reach consumers with unique programs such as the Gillette - EA Sports Champions of Gaming, a global tournament that will offer gamers the opportunity to compete against the best in the world and then take on the Gillette Champions and other sports legends to see if they have what it takes to be the best."
Tiger Woods said: "I'm proud of my association with both Gillette and EA Sports because they represent what it means to be at the top of your game. "This program will give guys the chance to play games at the highest level possible, which is always exciting. To be the best at anything is an amazing feat."