Unilever Extends Partnership With The Hundred

Unilever has unveiled a unique partnership with The Hundred during the competition’s inaugural year as it announces the company’s deodorant brand, Sure, will become the Official Partner of The Hundred umpires.

Sure signed a three-year deal with the innovative cricket competition in December 2020. The partnership supports Sure – who have delivered long lasting protection against sweat and odour for over 50 years* – and its mission to provide confidence to keep armpits dry in high pressure situations – including an umpire’s decision on a cricket pitch.

As part of the deal, Sure branding will feature on the side of umpire uniforms while also obtaining digital rights, as well as the unique opportunity to provide an award at the end of the tournament for leader of the six hitting league from the men’s and women’s competitions.

The Hundred is providing sports fans with an exciting new 100-ball format featuring world-class domestic and international players in men’s and women’s competitions.

Rob Calder, Commercial Director for The Hundred, said: “On the pitch, the pressure felt by umpires can often be underestimated. In this unique partnership with Sure, we recognise the big decisions umpires must make – often within seconds – to provide a fair and entertaining game. As Official Partner of The Hundred Umpires, it’s great to see acknowledgment of the role they play by one of the most respected brands in the sporting sphere.”

Chris Barron, Vice President of Beauty & Personal Care at Unilever UK & Ireland, said: “With this all-new partnership in a space we have never utilised before in the UK, we are acknowledging and supporting the role of umpires in cricket and providing confidence to keep armpits dry in high pressure situations.

“The Hundred is an innovative competition and as we continue to inspire people to move more at a time when physical and mental wellbeing plays a vital part in daily life, we are able to support with our Sure brand and products. As The Hundred completes its inaugural year, we’re excited to grow with the sport into next year and beyond.”