Brylcreem and Lebara to sponsor live cricket on YouTube

Brylcreem and Lebara Mobile have been signed as sponsors of YouTube’s live streaming of cricket’s Indian Premier League (IPL).

Kevin Pietersen
Kevin Pietersen

Both brands’ sponsorship will include pre and mid programme advertising around the live coverage, a masthead on the homepage and sponsorship credits across the YouTube site.

Brylcreem also sponsors England cricketer Kevin Pietersen and aims to use the YouTube sponsorship of 60 live IPL games to boost its profile to a younger cricket audience.

Lebara Mobile, the low-cost mobile service that targets foreign consumers, has previously sponsored televised cricket coverage on satellite channel Setanta.

The Brylcreem deal was negotiated by Manning Gottlieb OMD.

Bruce Daisley, YouTube head of UK sales, says: “Bringing live sport to YouTube is proof that online video is growing in quality content and excitement.”

The tournament starts on Friday (12 March).

Lebara Mobile launched its debut television campaign in January during coverage of the African Cup of Nations on Eurosport.