Disinfectant and antiseptic brand Dettol has signed as the home series naming partner to Cricket Australia’s one-day and T20 men’s international team competitions in a four-year deal.
Dettol replaces Gillette in the limited overs naming role and will take over from Bupa as the official naming partner of the men’s support staff. Dettol will also sponsor the World Cup-winning women’s international team.
Under the deal, the two organisations will work together to develop hygiene protocols for the teams, support staff and wider cricketing community.
Dettol will provide products to players, staff and suppliers in keeping with Cricket Australia’s extensive hubs protocols. This will be especially important as the men’s and women’s cricket teams travel across the country to play in the upcoming international fixtures, the governing body said.
In addition to helping support the return of cricket at the elite level, Dettol will support the work of community clubs and volunteers.
Protocols have been put in place to ensure cricket can be played during summer competitions nationally this year, with Dettol set to supply products to 3,455 cricket clubs, offering germ protection to players.
Dettol will also reinforce new hygiene behaviour changes to young people through community cricket and Dettol’s Healthy Habits school programme.
Nick Hockley, interim chief executive of Cricket Australia, said: “Dettol is such a well-known and trusted brand with a long heritage, both here in Australia and around the world, and their support will give confidence about protecting the return of community and elite cricket this summer.”
“Beyond this summer, we look forward to working with Dettol to help embed hygienic behavioural change into schools, clubs and communities through cricket.”
The deal is the second major sponsorship signed by Cricket Australia this month following Vodafone Australia’s acquisition of Test match series naming rights.
John Stephenson
john@cricketinvestor.co.uk
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