This article contains information regarding the organisations enjoying a strong branding presence across the England men’s and/or women’s national cricket teams’ physical and digital assets as sponsors and partners of the England and Wales Cricket Board (ECB).
Also read: ICC Men’s T20 Cricket World Cup 2024 Sponsors
IG
Online trading and investment company IG was announced as an official sponsor of the England men’s and women’s national cricket teams in May 2021.
The three-year partnership with the ECB sees the London-based organisation’s logo appear on the sleeve of the men’s side’s playing shirt across all the three formats of the game.
This deal makes IG one of three brands to feature on the men’s shirt alongside kit supplier New Balance and online car seller cinch, which the ECB announced in February 2021 would be replacing NatWest as its new principal partner.
cinch
cinch is an innovative e-commerce business and one of Britain’s fastest-growing online used car retailers. It took on the role of a Principal Partner of the ECB in February 2021.
cinch replaced NatWest, whose four-year deal with the ECB ended in April 2021.
As part of the multi-year agreement, cinch features on the England men’s and women’s national cricket teams’ kits across all formats of the game. The contract between the two parties is reportedly worth £6.5 million per season.
Vitality
Vitality, a British health and life insurance company, has been serving the ECB as its official competition partner since 2013 for both international- and domestic-level T20 tournaments.
In 2018, the deal between the two parties was extended for four more years. Vitality thus not only has access to venue advertising and hospitality rights but can also utilise all ECB cricket players for content-creation purposes. Other various grassroots T20 competitions organised by the ECB are also sponsored by Vitality.
Castore
The ECB signed a kit partnership agreement with British sportswear brand Castore in September 2021. According to reports, the deal is worth £25 million over ten years.
Castore, also the kit sponsor of the West Indies cricket team, replaced US-based New Balance, which had signed a five-year contract with the ECB in 2017.
The Castore-produced England national cricket team kits are made of natural fabrics, making them the first-ever completely recyclable sports clothing.
The partnership has seen Castore serve as the Official Kit Supplier for the English national cricket teams since April 2022.
BBC
In 2020, live cricket made a comeback to BBC Television as part of the ECB’s whopping £1.1bn combined media rights deal set to run from 2020 to 2024.
The live TV coverage deal was extended beyond the initial agreement that ran until 2019, complementing the extensive BBC offering across radio (of all home internationals and domestic competitions), TV highlights of England men’s and women’s internationals, and digital clips of England matches and domestic competitions.
Sky Sports
Sky Sports agreed to a five-year deal with the ECB in June 2017 to broadcast England’s international and First Class matches played at home. This renewed media rights deal between Sky and the ECB saw their collaboration enter its third decade.
Chapel Down
British wine producer Chapel Down inked a multi-year partnership agreement with the ECB in April 2022, thus becoming its Official Sparkling Wine Partner.
The partnership allows Chapel Down offer its wine to the teams on the podium during the men’s and women’s international games as well as domestic finals on the ECB calendar.
The Lord’s Taverners
One of the UK’s leading youth cricket and disability sports charities, The Lord’s Taverners partnered with the ECB in April 2021.
The partnership has seen the two parties launch the Super 1s disability cricket programme, which was launched in every county to create and develop a more sustainable table cricket and offer increasing participation, inspiring social change and empowering tens of thousands of young people to fulfil their potential, and build life skills through the sport.
Metro Bank
In May 2023, Metro Bank, a UK-based commercial bank, entered into a partnership agreement with the ECB, thus becoming the first-ever partner of women’s and girls’ cricket in England.
The deal has seen the introduction of a specialised fund to help support women’s and girls’ cricket at the grassroots level. Metro Bank also acts as the Women’s Ashes title partner.
Laithwaite’s
Wine producer Laithwaite’s became the official wine partner of the ECB in 2023.
The deal between the two parties is currently set to run for a period of two years. It also entails the introduction of a special campaign called “Vintage Moments” to celebrate some of the top moments in English and Welsh cricket.
Rado
In April 2023, Swiss luxury watchmaker Rado became the official timing partner of the ECB.
The deal has been dubbed to be a multi-year agreement that sees Rado serve as an official sponsor to both men’s and women’s national teams of England.
As part of the deal, Rado’s logo appears on the LED advertising board during the teams’ home matches and on big screens during the team and umpire reviews.
Chance to Shine
Chance to Shine is a non-profit organisation associated with the ECB that allows children around the country to play cricket. It also conducts tournaments and games where children can come together, play and make new friends.
PCA
The Professional Cricketers’ Association entered into a five-year deal with the ECB in 2019.
The agreement was brought about to ensure that all national cricketers received improved broadcast contracts. The deal thus saw an increase in the minimum wages and the salary cap for county cricketers.
SACA
In March 2024, the ECB announced a joint partnership agreement with Birmingham City University (BCU), the ACE Programme, the South Asian Cricket Academy (SACA), and Take Her Lead to bring a diverse set of athletes into the world of cricket.
This initiative aims to encourage more Black and Asian athletes across England and Wales to take up the sport.
Initial Washroom Hygiene
The ECB announced a partnership agreement with Initial Washroom Hygiene in June 2023 to ensure period dignity to grassroots cricket.
The aim of the partnership is to ensure women and girls aren’t held back due to menstruation-related problems. As per the deal, Cubicle Period Dignity Dispensers are supplied to clubs at grassroots levels with the girls’ sections.
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