Cricket Australia signs four year partnership deal with Dettol

Cricket Australia has inked a four year partnership deal with Dettol, seeing the disinfectant and antiseptic brand become naming partner of the Men’s One Day International and Men’s T20 International Series.

The deal is telling of transactions in the era of COVID-19, with the organisations set to “investigate the transmission of germs” in cricket, disinfect cricket balls often polished with sweat, and develop hygiene protocols for the teams and staff.

In addition, Dettol has also become naming partner of the Men’s Support Team and a partner of the Women’s International team, and will provide products to 3,455 cricket clubs to help with germ protection.

The partnership will last for four years

“Dettol is such a well-known and trusted brand with a long heritage, both here in Australia and around the world, and their support will give confidence about protecting the return of community and elite cricket this summer,” Cricket Australia’s interim CEO, Nick Hockley, said.

“Beyond this summer, we look forward to working with Dettol to help embed hygienic behavioural change into schools, clubs and communities through cricket.”

Dave Rankine, regional director of the Reckitt Benckiser – Dettol’s owner – health division across Australia and New Zealand, added that the partnership will “embed important hygiene habits into the lives all Australians as we enter the new normal”.

“It’s important that we all continue to play our role as industry leaders to cement important hygiene practices in all Australian’s working together as a nation to protect tomorrow,” Rankine said.

Last week, Qantas ended a 30 year partnership with Rugby Australia, calling into question the future of sports partnerships as COVID-19 severely impacts marketing budgets, especially for businesses in categories such as travel, which have been most significantly impacted.

The airline will continue to support Cricket Australia and the Football Federation of Australia on an in-kind basis for an additional 12 months, but this will not involve payment, but rather gives the partners access to benefits such as commercial flights and Qantas-owned marketing channels.

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