THE WHAT? Unilever-owned deodorant brand, Sure has expanded its sponsorship of cricketing tournament The Hundred, according to a report published by Sport Business.
THE DETAILS The new deal will see Sure named Official Partner of the Umpires for a three-year term. The brand’s logo will appear on the umpire shirts’ underarm, to mirror the positioning used in the equivalent Australian competition.
THE WHY? Chris Barron, VP of Beauty and Personal Care at Unilever UK & Ireland told Sport Business, “With this all-new partnership in a space we have never utilised before in the UK, we are acknowledging and supporting the role of umpires in cricket and providing confidence to keep armpits dry in high pressure situations.”