Dettol nets Football Association sponsorship deal

The English Football Association (FA) has signed a contract with Dettol, making the disinfectant manufacturer the ‘Official Hygiene Partner’ of the governing body.

In its statement, the FA acknowledged that ‘good hygiene practices have never been more important to football’ as the COVID-19 pandemic continues.

The partnership will see Dettol cooperate closely with the staff at England’s national Wembley Stadium to develop cleaning protocols using the firm’s products, with the aim of supporting the return of spectators to matches.

Similar practices will be introduced at the facilities of England’s national teams, supporting hygiene measures for the country’s elite male and female footballers.

“We’re delighted to be partnering with a major hygiene brand in Dettol who, like the FA, is committed to developing world-leading practices,” said Kathryn Swarbrick, Commercial and Marketing Director at the FA.

“It’s more important than ever before to ensure that football has all the necessary measures in place to help protect all participants and supporters. This new partnership will give us added reassurance as we look ahead to the complete return of our much-loved sport. 

“As a not-for-profit organisation, we are indebted to our commercial partners for allowing us to continue to invest into the game, particularly during this challenging period.”

Additionally, the football governing body cited a recent study which saw 90% of English grassroots football teams identify cleaning and disinfection as a priority.

Over 17,000 grassroots clubs, as well as the 1.4 million players who participate with these teams, will be provided with educational materials and a range of Dettol products as a result of the new partnership.

Some of the products provided are proven to kill 99% of bacteria, including the COVID-19 virus. The agreement aims to ensure that hygiene guidance ‘can be easily implemented across every level of the game.’

“We’re excited to offer our hygiene knowledge and support to the FA and the wider football family,” added Susan Egstrand, Regional General Manager of Northern Europe; UK & Ireland at Reckitt Benckiser, the parent company Dettol.

“Whether it’s fans eagerly anticipating a return to watching England play live at Wembley or players at all levels, our goal is to provide the football community with simple and effective hygiene routines when they enjoy the game they love.”

The hygiene campaign will begin ahead of the England national team’s first international fixture of 2021 against San Marino on 25 March at the Wembley stadium, whilst the grassroots campaign will begin when non-elite clubs return to active fixtures.

In addition to the new partnership with the FA, Dettol also maintains a four-year agreement with Cricket Australia, which also aims to encourage hygiene and cleanliness at all levels of the sport from the elite to the grassroots.