Cricket Australia (CA) has announced a new two-year sponsorship agreement with Gillette.
The shaving brand will serve as the naming rights partner for all one-day international (ODI) series and Twenty20 (T20) international series that take place within Australia.
Under the terms of the deal announced on Wednesday, the Procter & Gamble-owned company will benefit from brand exposure at all featured games, and will run various activations at host venues on gamedays alongside ticket giveaways to promote the partnership.
The collaboration is the latest in a string of partnerships announced by CA ahead of this winter’s Ashes series against England, including a shirt sponsorship deal with national airline Qantas, a three-year contract with financial services company Mastercard and a six-year Indian broadcast agreement with Sony Pictures Network.
James Sutherland, chief executive of Cricket Australia, said: “We are pleased to welcome Gillette on board as a partner of Cricket Australia as we head into what we expect to be a massive summer of cricket. Gillette is a well-known brand, with close associations to leading sports around the world and we are looking forward to working with them over the course of the next two years to help them to achieve their objectives and to further promote our international short format series.
“This announcement also demonstrates Cricket Australia’s commitment to driving investment in the game to ensure the sport’s long-term health and reinforces the value of sponsorship in cricket.”
Magesvaran Suranjan, president of Procter & Gamble in the Asia Pacific region, said: “This significant sponsorship announcement sees Gillette continue to pay homage to its rich sport heritage. Cricket is part of the brand’s DNA, with Gillette having been the first brand globally to sponsor limited overs cricket with the Gillette Cup in the UK in 1964, a forerunner to the one-day international and T20 formats we see today.”
Antoine Brun, vice president of Procter & Gamble in Australia and New Zealand, added: “Today, we are cementing our commitment to connect with Australian consumers through one of the nation’s favourite sports. Through this new partnership with Cricket Australia, Gillette will be providing opportunities to cricket fans that have never been imagined before.”
The 2017/18 Ashes will be the 70th edition of the showpiece series, with five Tests scheduled to take place between 23rd November 2017 and 8th January 2018.