Cricket Australia partners with Rexona to brand umpires’ armpits
Cricket Australia (CA) announced a new partnership with Unilever’s Rexona, with the brand to sponsor KFC Big Bash League (BBL) umpires in the upcoming 2020/21 season.
The sponsorship will see Rexona become an official supplier of the BBL, to protect umpires from spending hours in the heat. Rexona branding will now feature on the armpits of all umpires.
The move by CA and Rexona aims to trademark the previously untapped area of armpit advertising, or ‘pit-vertising’, a concept developed by Clemenger BBDO Sydney.
Clems worked with Unilever’s media agency PHD and their specialist content division to develop the partnership, which will be amplified across the Seven Network and Foxtel.
Unilever marketing director – deodorants ANZ, Scott Mingl, said Rexona is excited to push boundaries with this innovative new idea.
“We are really excited about pushing the boundaries with this new partnership with CA, along with our network partners Seven and Foxtel,” he said.
“Rexona has a long history of aligning with professional sport, and we are looking forward to seeing our partnership come to life across the BBL this season. The idea is truly innovative and reinforces our role in high pressure environments.”
CA head of commercial development, Nick Thodey, added; “Cricket Australia and Rexona set out to acknowledge the fundamental role Cricket umpires play in our sport to enable the game to be played all across Australia every summer, with the role demanding performance under pressure and never more so than in the fast paced environment of the KFC Big Bash League.”
“The new partnership with Rexona, which extends to our valued broadcast partners, is a world-first concept reflective of the KFC Big Bash’s objective to innovate the sport, setting up the KFC BBL|10 season to be the most exciting in the League’s history.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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