ABSTRACT
In 1963, a new cricket tournament was first contested at county level in an attempt to bring money into the game through commercial backing, increased attendances, and television fees. The competition was based on one-day limited-over matches and was named the Gillette Cup, after the shaving product manufacturer that provided £6,500 in sponsorship to be divided between the counties involved. Gillette had gained experience of sports sponsorship in the USA since 1915, and the company's belief in the value of such enterprises had been bolstered by a 350 per cent rise in sales after their backing of the 1939 World Series in baseball. 1 Gillette withdrew in 1981, despite the tournament's continued popularity: the National Westminster Bank took over, and the competition's name was altered to the NatWest Trophy. Not only had the competition's success made sponsorship too expensive for Gillette, but also, according to Midwinter,
It was reported that the label Gillette had grown too familiar, that no one associated it with the shaving product the competition advertised, and even that some believed the cup was named after a renowned cricketer, maybe a Dr. W G Gillette! 2
