Cricket sportsbiz

England Cricket Agrees Multi-Year Deal With Lifebuoy

April 1, 2021

Unilever brand Lifebuoy, the world’s number one hygiene soap1 brand, has announced a multi-year partnership with England Cricket ahead of the start of the new season.

This is in addition to the previously announced partnership with the ECB’s innovative new competition, The Hundred.

As part of the new partnership, Lifebuoy will become the ‘Official Hygiene Partner’ and ‘Official Community Cricket Hygiene Partner’ of England Cricket and ECB.

In partnership with ECB, all recreational cricket clubs across England and Wales will be able to apply to receive a free ‘ECB Hygiene Bundle’ pack as part of the drive to help cricket return safely.

The partnership includes branding at all England Home Internationals. Lifebuoy will provide product to all international England teams at matches and hotels. They will also support All Stars Cricket and Dynamos Cricket, first class counties and county cricket boards.

Russell James, Sales and Marketing Director, said: “We’re delighted to have partnered with Lifebuoy to support all forms of cricket, from elite through the grassroots of the game.

“The potential return of spectators will be a welcome sight for players and the public alike. We know that a lot of fans will be thinking about hygiene as an important consideration when returning to watch cricket this summer. We have worked closely with the Lifebuoy team to help make fans safe so they can follow England Cricket with confidence this summer.”

Chris Barron, Vice President, Beauty & Care, Unilever UK & Ireland, commented: “As the world’s number one hygiene soap brand, Lifebuoy has a clear role to play in helping us all to stay safe. We’re proud to be working with England Cricket to help the safe return of the nation’s summer sport, and as official Hygiene Partner of England Cricket we’ll be providing hygiene support to players and spectators alike at both elite and grass-roots level.”

In addition to providing All Stars Cricket and Dynamos registered children with hand sanitiser bottles via their clubs, Lifebuoy have created three further hygiene bundles of sanitiser products for clubs at a subsidised rate ahead of the coming season via Lifebuoy’s ‘online portal’.

Nick Pryde, ECB Director of Participation said: “We’re really excited to have the support of Lifebuoy, helping recreational cricket return safely this summer. We’re going to see COVID-adapted match play and training, and the subsidised bundles they are offering clubs, together with guidance and clarity through ongoing communication and guidance is invaluable. We know cricket’s role in the local community and look forward to celebrating this as we look forward to the summer.”

Cricket sportsbiz