11 Dec

The England and Wales Cricket Board’s (ECB) new franchise cricket tournament The Hundred has added consumer goods group Unilever to its growing portfolio of sponsors. 

The three-year deal will focus on Unilever’s deodorant and soap brands, Sure and Lifebuoy, respectively, with support provided to a campaign based around The Hundred’s objective of bringing cricket to everyone, beyond its traditional markets. 

As part of the agreement, which was brokered by the CSM Sport & Entertainment agency, the logos of each brand will be present on in-stadium LED signage during matches. An advertising package during broadcasts of the games on pay-television broadcaster Sky, player access and digital rights are also included in the contract. 

Through the provision of Lifebuoy products and hand hygiene, Unilever will work to keep all players, staff and supporters safe. 

Unilever’s entry to the cricket sponsorship market also extends to a newly-signed deal with Cricket Australia, focused on its Rexona brand’s association with the Big Bash T20 franchise tournament. (See ‘Armpit Advertising a first for Cricket Australia’ posted 10.12.2020). 

Other sponsors of the tournament include kit supplier New Balance, shirt sponsor KP Snacks, headwear specialists New Era, and health and lifestyle brand Vitality. 

The competition had initially been set to launch in 2020, but this was postponed due to the Covid-19 pandemic. 

John Stephenson 


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