Procter & Gamble extends Gillette Stadium rights through 2031

P&G extends stadium deal to 2031

CINCINNATI — The Procter & Gamble Co. plans to keep the Gillette name on the home of the New England Patriots through the 2031 football season.

The Cincinnati-based consumer products maker said Wednesday it has extended its sponsorship and naming rights deal by 14 years with The Kraft Group, the holding company for the family that owns the Patriots and stadium in Foxborough, Mass. Financial terms weren’t disclosed.

The Boston-based Gillette Co. signed a 15-year deal for naming rights in August 2002, in time for the Patriots’ first regular season home game.

P&G, whose other brands include Tide detergent and Pampers diapers, acquired the shaver maker in 2005 for $57 billion. Gillette maintains a large presence in the Boston area, where Chip Bergh, president of P&G Global Male Grooming, is based.

Since taking over the longtime sports marketer, P&G has become a sponsor of National Football League and the U.S. and International Olympic Committees.

The stadium is also a major concert venue and home to soccer’s New England Revolution.

Meanwhile, Cincinnati’s hometown team, the Bengals, opened their season this month with a 38-24 loss to the Patriots in Gillette Stadium.