To create an online sponsorship that builds the association between the Gillette Mach 3 brand and football, within the 16-35 male football fan demographic. The sponsorship is intended to speak to the younger male audience in a way that reflects their relationship with sport, rather than imposing the less appropriate traditional tone of voice adopted by Gillette in other channels. The "Great footballers don't wear beards" claim was reinforced by several tongue in cheek supports including spoof scientific evidence and a George Best case study that sees the increase in the length of his beard coincide with the decline of his playing ability. Other content such as bearded and clean shaven goals of the week, player of the week and quotes of the week, were updated following every weekend of Premiership fixtures. By working with sites to create a new advertising format, several pages of content were served within one advert. It was then integrated directly into the sites' key football content creating a unique approach to online sports sponsorship. Visitors to the sites experienced an interactive brand experience without having to click away from the advertisers site.