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nglish football club, Crystal Palace, has announced a new partnership with deodorant company, Sure.

The Unilever market-leading brand will become the club’s official training kit partner, and see Sure branding be used on the team’s training wear.

Sure UK & Ireland senior brand manager, Alice Duffill, said: “We are thrilled to be adding Crystal Palace to our growing list of football partners.”

“Football is by far the most watched sport in the UK and continues to give fans a boost, even during the most difficult of times.

“The sport is a key passion point for our target audience, and we hope we can utilise our partnerships to encourage people to move more to live more, making every moment matter,”Duffill said.

Sure has existed for over 50 years, and since having been bought by Unilever 40 years ago, has developed a more targeted audience.

After re-branding their packaging with purple colours and marketing more heavily towards women for years, the partnership may be an attempt at reintegration with a male audience.

Commenting on the partnership, Palace commercial director, Barry Webber, said: “Announcing this partnership with Sure, a genuine household name across the UK, is exciting news and evidence of the commercial progress we are making as a club.”

“We look forward to working with Sure over the coming season,” he said.

Sure will also receive exposure via backdrop advertising, TV screens and Selhurst Park LEDs.