In support of this announcement, Gillette has also signed England, British Lions and Sale Sharks player, Jason Robinson, as its rugby ambassador.

An immediate demonstration of the way Gillette plans to 'help change the face of rugby' will be seen at all Zurich Premiership matches. They will be televised live in the UK on Sky Sports from the start of the season. For the first time, club fans will be able to see action replays and crucial decisions made by the television match official live inside the stadium courtesy of Gillette branded giant screens.

Gillette UK marketing director George Allan, added, "We have a great history in sports sponsorship, dating back over 50 years. From cricket to the Fifa World Cup and most recently David Beckham, we have always taken pride in only associating ourselves with the very best. This deal is no different.

"Gillette is delighted to be supporting the finest international rugby union team, a world class Premiership and, with Jason Robinson, someone who represents one of the best and most exciting talents in rugby union."

The details of the deal will include prominent exposure at Twickenham for all England games and a presence - including the giant screens - at every ground in the Zurich Premiership. Jason Robinson will also be involved in the promotion of the new Gillette M3Power razor to be launched in September.