The Hundred Seals Unilever Partnership
The Hundred has sealed a deal with Unilever, which will become an Official Partner of the new cricket competition ahead of its launch in summer 2021.
The three-year deal will see the ECB-run tournament team up with Unilever’s Sure and Lifebuoy brands, who will support a campaign based around The Hundred’s ‘key mission’ of opening cricket up to the whole family. The brands will feature on LED boards at stadiums during matches, while also obtaining a rights package of Sky Sports advertising, player access, and digital rights.
According to the pair, Lifebuoy products will also be provided at venues to ensure safety and proper hygiene, while the brand will also provide hand hygiene guidance for players, staff and supporters attending matches during The Hundred, something it says it part of its commitment to ‘improve the habits’ of communities around the world.
Sure, meanwhile, will use the partnership to inspire people to move more, promoting mental and physical wellbeing.
“This partnership brings together three brands driven by purpose – getting people to move more with Sure, improving the habits of people around the world through Lifebuoy, and bringing communities together to grow the game of cricket through The Hundred,” said Rob Calder, Commercial Director for The Hundred.
“We can’t wait to work together as we launch the competition in 2021 and bring the excitement of 100-ball cricket to fans new and old.”
Chris Barron, Vice President of Beauty & Personal Care at Unilever UK & Ireland, added: “With this partnership we are supporting the desire to open up the game to a more diverse audience and to inspire new audiences to participate in the excitement and thrill of cricket.
“Through our Lifebuoy brand we are able to help bring back the magic of live sport by providing effective sanitising and hygiene products to both players and supporters, and with our Sure brand we can continue to inspire people to move more at a time when physical activity continues to play such a huge role in our wellbeing. 2021 looks set to be an exciting year of cricket with the launch of this new competition and we’re delighted to be part of it.”
The Hundred was set to debut in the summer of 2020 but the inaugural season was pushed back a year due to the pandemic. Since then, the competition has rolled over contracts for its female players, and has signed a deal with online car retailer Cazoo, which has become the competition’s Principal Partner.
