Lifebuoy furthers ECB relationship with new England Cricket partnership

01 Apr 2021

By: Sport Industry Group

Soap brand Lifebuoy has announced a new multi-year deal with England Cricket ahead of the start of the new season. 

The move sees the Unilever brand further its partnership with the ECB, adding a new sponsorship to its previously announced deal with 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 the ECB, providing all recreational and grassroots cricket clubs across England and Wales with a free ‘ECB Hygiene Bundle’ pack as part of the drive to help cricket return safely. 

The deal will also include branding at all England Home Internationals, while Lifebuoy will supply soap and hand sanitiser to all international England teams at matches and hotels. The brand will also support All Stars Cricket and Dynamos Cricket, first class counties and county cricket boards. 

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

“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, said: “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, Director of Participation, The ECB, added: “We’re really excited to have the support of Lifebuoy, helping recreational cricket return safely this summer. We’re going to see COVID-adapted matchplay 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.”