Umpires officiating matches in the Big Bash League (BBL) this season will give air-time to Australian deodorant and antiperspirant brand Rexona whenever they lift their arms to signal six, out or bye as they will sport the branding on the armpits of their shirts.
"...in a world first, will have sponsor branding in the armpits of their kit after a new deal with Rexona," said Cricket Australia (CA) in a statement on Thursday.
According the The Guardian, Rexona says it has begun the process of trademarking "pit-vertising" by taking the hitherto uncharted route of putting their brands on the underarms of a player or official's kits.
CA said in its release that Rexona had "aligned with the BBL's umpiring fraternity to protect them from countless hours spent in the summer heat". The 10th season of the BBL got underway on Thursday with Hobart Hurricanes beating Sydney Sixers by 16 runs.
--IANS
rkm/qma
(Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)
Dear Reader,
Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.
We, however, have a request.
As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.
Support quality journalism and subscribe to Business Standard.
Digital Editor