Big Bash League 2020: The Curious Case Of Armpit Advertising

Sponsorship and advertising have now reached the depths of the armpits. Literally! Rexona, a Unilever-owned deodorant and antiperspirant brand struck a unique "armpit advertising" deal with Cricket Australia for the ongoing Big Bash League 2020.

The “pit-vertising” deal came into effect in the first match of the Big Bash League's 10th edition. Umpires sported the Rexona logo below their armpits in what Cricket Australia, the Big Bash League, and cricket overall, called a first.

Welcome to the cricket family, Rexona! Protecting the @BBL's umpiring fraternity from the summer heat, Rexona branding will feature heavily on the armpits of all BBL umpires as they begin the process of trademarking armpit advertising! 👃 #BBL10 pic.twitter.com/PTb6Ivm14J

— Cricket Australia (@CricketAus) December 11, 2020

Traditionally, cricketers' kits and jerseys have been the centre of advertising, marketing and sponsorships. Umpire merchandise and clothing remaining clean and "unused" for the major part.

The armpit advertising deal has opened the doors for further opportunities to use the umpires kits' by brands. It's exciting to see the focus plying away from cricketers' kits which have always been the centerpiece of marketing and advertising, thus turning into an over-advertised commodity.

Check the updated Big bash league points table here.

Big Bash League 2020-21 Reports

In the first match of the Big Bash League 2020-21, Hobart Hurricanes defeated the two-time champions Sydney Sixers by 16 runs. Find the detailed summary of the first match of BBL 2020-21 here.

The second match of the Australian T20 league is between the Glenn Maxwell- captained Melbourne Stars and the Chris Lynn-led Brisbane Heat. Melbourne Stars are one of the only two teams in the Big Bash League in search of a maiden title since the league's inception 10 years ago.