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MELBOURNE, friday (Reuters) - Australia vice-captain Adam Gilchrist is set to become the first player to take advantage of new bat sponsorship rules approved by the International Cricket Council (ICC), The Australian newspaper said on Friday.

Gilchrist is expected to gain ICC approval next week to have a small sponsorship sticker on his bat during matches, the newspaper reported.

"The policy recognises the desires of players while protecting bat manufacturers and does not make commercialisation of the bat outlandish," ICC president Malcolm Gray was quoted as saying in the newspaper.

"Under previous ICC rules, only commercially operating bat companies could have their logos on the bats of international players, so a number of large firms simply bought small bat companies," The Australian said.

"The best-known of these is MRF, the Madras Rubber Foundation, which has a multi-million dollar deal with (India's Sachin) Tendulkar and recently signed a three-year deal with (Australia captain) Steve Waugh."

Gilchrist said it was a big step forward for players to be able to have personal sponsors on bats.

"I'm sure the traditionalists will 'um and ah' about it as they did the first time coloured clothing was worn or sponsors' logos were worn on uniforms," Gilchrist was quoted as saying.

"In the current economic climate, everyone's looking to get that one step further."

ACB public affairs general manager Brendan McClements said the ACB, in approving Gilchrist's request, recognised that players had only a finite time in the game and should be free to pursue their earning potential.

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