#commercial

Compton the Brylcreem Boy — Cricket's First Modern Sports Brand

Denis Compton's face on a poster, hair slick with Brylcreem, became the most recognisable image of British sport in the early 1950s. From 1949 he was paid by the County Chemical Company for the right to use his image, making him the first British cricketer to monetise his sporting reputation through commercial endorsement and the prototype for every subsequent sports brand deal.