Umpires officiating matches in the Big Bash League (BBL) this season will give air-time to Australian deodorant and antiperspirant brand Rexona whenever they lift their arms to signal six, out or bye as they will sport the branding on the armpits of their shirts.

"...in a world first, will have sponsor branding in the armpits of their kit after a new deal with Rexona," said Cricket Australia (CA) in a statement on Thursday.

According to The Guardian, Rexona says it has begun the process of trademarking "pit-vertising" by taking the hitherto uncharted route of putting their brands on the underarms of a player or official's kits.

Rexona is an Australian deodorant brand whose logo will be seen during the entirety of BBL 2020 run. The ‘armpit advertising’ for the same is believed to be the first of such in the world. Earlier this week, Cricket Australia announced their advertising partnership with Rexona, which was brought to fruition from the opening BBL 2020 game itself.

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