BBL 2020-21: Umpires sport deodorant logo under armpits in unique advertising

The tenth edition of the Big Bash League (BBL) kicked off on Thursday with a spate of new rules like the Power Surge, X-Factor and Bash Boost. But the one innovation that has caught everyone’s attention is the ‘armpit advertising’. In a first of its kind, the umpires are carrying the branding of a popular deodorant brand under their armpits.

The world will be able to see the logos only when the umpires raise their arms. The umpires have been carrying logos of brands in cricket leagues across the world but sporting a logo underneath the armpit is definitely the first of its kind. While one can say that it is bizarre, no one can deny that it is unique and innovative for deodorant advertising.

Cricket.com.au posted one clip from the match where the logos could be seen under the umpire’s armpit while he was rotating his arms to signal Power Surge. According to the Power Surge rule, the traditional six-over powerplay has been replaced by a mandatory four-over block at the start of the innings. The batting teams will be allowed to use the remaining two overs at any point from the 11th over of the innings onwards. During that period, the fielding side will be allowed only two fielders outside the inner ring.

“Keep an eye on the umpires who, in a world’s first, will have sponsor branding in the armpits of their kit after a new deal with Rexona,” reported cricket.com.au.

Here is the clip:

Power surge! #BBL10 pic.twitter.com/5DAEwbmjDf

— cricket.com.au (@cricketcomau) December 10, 2020

Constantly on the lookout for brands that want to innovate

Before the start of the ongoing edition of the BBL, Cricket Australia‘s head of commercial development Nick Thodey had spoken about the armpit advertising. He had explained how the board’s commercial department is constantly on the lookout for brands who want to ‘renovate and do things differently’.

“We are constantly on the lookout for brands that want to innovate and do things differently. We don’t believe this has been done anywhere in the world, and there has been a strong collabor­ative effort with the broadcasters as well. There will be a Rexona logo just under the underarm, and there will be an integration with the broadcast as well that the cameras will focus on (the logo) during the play,” Thodey was quoted as saying by The Australian.

According to a report in The Guardian, “Rexona, whose parent company is Unilever, says it has begun the process of trademarking ‘pit-vertising’ as it seeks to find fresh space in a format of the game already awash with branding”.