Cricket Australia has announced that shaving brand Gillette will be the new naming rights partner for the Australian men’s one-day and T20 international series.
The two-year agreement will see Gillette become the naming rights partner for both international men’s short formats, beginning with the 2017-18 season, and will also see the brand appointed as the official men’s grooming partner of Cricket Australia.
The move to appoint a naming rights sponsor across both short-format series is part of the restructure of Cricket Australia’s commercial partnership model.
“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,” CEO James Sutherland (pictured above, far left) said.
“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 (pictured above, centre), president of P&G for the Asia-Pacific region, said: “This significant sponsorship announcement sees Gillette continue to pay homage to its rich sport heritage.
“Globally, the brand has aligned with some of the most prominent and respected athletes and sports leagues in the world.
“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.
P&G’s vice president for Australia and New Zealand, Antoine Brun, said Gillette promises to bring Australians closer to cricket than ever before through the new partnership.
“Today, we are cementing our commitment to connect with Australian consumers through one of the nation’s favourite sports,” he said.
“Through this new partnership with Cricket Australia, Gillette will be providing opportunities to cricket fans that have never been imagined before.
Gillette replaces KFC as the naming rights partner for the Aussie men’s T20 international team, with the fried chicken giant aligning its support with the domestic Big Bash League.