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Unilever has signed what it describes as a “world-first” partnership with Cricket Australia that will see the Rexona brand feature under the armpits of all KFC BBL umpires.

The deal was developed by Clemenger BBDO Sydney alongside Unilever’s media agency PHD and will be activated through the BBL’s broadcast partners Seven and Foxtel.

Unilever is also seeking to trademark the concept of armpit advertising. The idea is obviously very relevant to cricket umpires, who regularly raise their arms to signal fours, sixes and that a player is out. 

Cricket Australia’s head of commercial development, Nick Thodey, said the innovative deal finalises a successful 12-months for CA’s commercial program which included 13 sponsor renewals and acquisitions.

At the end of 2019 CA had more than 50% of its sponsorship revenue at risk, with a number of existing deals expiring, including the naming rights partners of all three men’s international formats.

Thodey said CA was able to secure partner renewals by demonstrating positive metrics for participation, fan base growth and a strong upcoming summer of content with India and the Ashes.

Rexona joins Vodafone, Dettol and Cadbury as new partners to the CA sponsor stable.

 

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