Brut signs historic naming rights deal with Australian Baseball League

The Australian Baseball League (ABL) has signed men’s grooming brand Brut, as the leagues first-ever naming rights partner.

The ABL will become the Brut Australian Baseball League under the new partnership with the Australian-owned brand.

Brut, the number one men’s toiletry brand in Australia, will also become an official partner with Australian Little League Baseball.

Baseball Australia chief executive officer, Cam Vale, said the partnership was recognition of baseball’s growing stature in Australia.

“Naming rights partnerships are crucial to the development of any sporting league’s success,” Vale said.

“Brut is a nationally recognised brand, and to have them involved in Australian baseball is a fantastic result on the eve of the most anticipated ABL season yet.

“This deal came about through a lead from our baseball community, which proves how important it is for a sport like baseball to use every resource available.”

Brut brand manager, John Mannion, said the partnership was an opportunity for Brut to deeply engage with Australian baseball.

“The Australian Baseball League has undergone exciting changes over the past 18 months,” Mannion said.

“We’re excited to get involved with a national league that is experiencing rapid growth, as well as Australian Little League Baseball, which provides more opportunities for young baseballers all over Australia to get involved with the sport they love.”

The 2018/19 Brut Australian Baseball League will be the first with eight teams following international expansion.

The Auckland Tuatara will become the first professional baseball team based in New Zealand, while Geelong-Korea will also make their debut in the league this year under the guidance of Korean legend Dae-sung Koo.