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Tag: Rexona

  • ICC & Unilever partner to push women’s cricket

    ICC & Unilever partner to push women’s cricket

    MUMBAI: It’s got a lever into the International Cricket Council (ICC) – the apex body of the cricketing world. FMCG behemoth Unilever  has announced a  two-year partnership for two of its personal care brands, Rexona and Dove,  with the cricket body for women’s cricket that will run until the end of 2027. 

    The alliance was unveiled during a vibrant criiio cricket festival in Dubai on International Women’s Day, featuring 100 participating girls. This strategic collaboration brings together two influential organisations committed to accelerating the growth of women’s cricket globally.

    The partnership comes at a crucial time when women’s cricket is experiencing unprecedented growth. It will span several major tournaments, beginning with the ICC Women’s Cricket World Cup 2025 in India and including Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.

    ICC chairman  Jay Shah described the deal as “a pivotal moment for women’s cricket” that will “empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women’s cricket globally.”

    ICC chief commercial officer  Anurag Dahiya highlighted the significance of pursuing partnerships specifically focused on the women’s game, noting that this deal “not only highlights the growing commercial appeal of women’s cricket but also underlines ICC’s position as one of the pioneers of the women’s sport movement.”
    Rexona, as the world’s leading deodorant brand with a mission to inspire movement and confidence, will implement various initiatives including a flag bearers programme and digital experiences during events. The brand will also support participation through women’s criiio festivals and leverage its expertise to collaborate on women’s hygiene education programmes.

    Hindustan Unilever CEO& MD Rohit Jawa  called the partnership “an exciting opportunity for Rexona to tap into a cultural moment, connect with new audiences, and importantly help drive women’s cricket further.”
    The deal was facilitated by Unilever International, the company’s global business unit focused on exploring new market opportunities.

  • In a first, Rexona books umpires’ armpits for advertising

    In a first, Rexona books umpires’ armpits for advertising

    NEW DELHI: One may have heard of underarm bowling in cricket, but underarm advertising has to be a first. In the latest, Rexona has partnered with Cricket Australia and Big Bash League (BBL 2020) in a unique sponsorship deal that does not include players, but focuses on umpires instead.

    The deodorant and antiperspirant brand will be advertising on the underarms of the umpires. The use of armpits for product placement is believed to be a first in the world of sports.

    The deal requires umpires in the BBL 2020 to sport the product’s branding under their arms, which will be fully revealed to the watching world upon the signalling of a six (both arms raised, two logos revealed) or a bye (just one).

    Along with the six, Rexona brand will also be sighted when an umpire raises his finger to give a batsman out. Other than this the brand will feature on cardboard cut-outs of umpires in supermarkets and retail outlets, according to reports in Australian media.

    The deal is the latest in a string of commercial partnerships either renewed or acquired by Cricket Australia this year. The organisation will generate a record $70 million in sponsorship this summer, despite the financial difficulties presented by the Covid2019 pandemic.

    Rexona is the 22nd sponsor to join cricket’s stable of commercial partners as part of its strategy to “own the underarm space” during summer for Cricket Australia.

    This season beside Rexona, Australian board has clinched landmark sponsorship deals with Dettol as T20 and ODI series sponsor, Vodafone as Test Match series sponsor. Besides this KFC has been renewed as title sponsor of the BBL 2020, with Cricket Australia rejecting $10 million a year offer by rival fast food giant McDonald's in favour of the fried chicken brand.