Aditya Chaudhuri
Rahul NareshThis article contains information regarding the organisations that have agreements in place with the England and Wales Cricket Board (ECB), serving as its partners or sponsors and thereby enjoying branding presence across its assets as well as those of the England men’s and women’s national cricket teams.
Also read: ICC 2023 Cricket World Cup Sponsors
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. The new media rights deal between Sky and the ECB saw their prestigious collaboration enter its third decade.
BBC
In 2020, live cricket made a comeback to BBC Television as part of the ECB’s whopping £1.1bn combined media rights deal which runs from 2020 to 2024.
The live TV coverage deal has been extended beyond the initial agreement that ran until 2019, and complements the extensive BBC offering across radio (of all home internationals and domestic competitions), TV highlights of England men’s and women’s internationals, along with digital clips of England matches and domestic competitions.
cinch
cinch is an innovative e-commerce business and is 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 gathers attention on the team kits across all formats of the game. The contract between the two parties is reportedly worth £6.5 million per season.
Metro Bank
In May 2023, Metro Bank, a UK-based commercial bank, entered into a partnership agreement with the ECB. As part of the deal, Metro Bank became the first-ever partner of women’s and girls’ cricket.
The deal has seen the introduction of a specialised fund to help support women’s and girls’ cricket at the grassroots level. It has also become the Women’s Ashes title partner.
Vitality
Vitality, an innovative health and life insurance company, has been serving the ECB as the competition partner since 2013 at both international- and domestic-level T20 tournaments.
In 2018, the deal between the two parties was extended for four more years. Vitality 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.
LV= (Liverpool Victoria)
LV=, an insurance company, is the competition partner for the England men’s and women’s Test cricket teams.
Back in 2002, LV= signed a deal as the title sponsor of the County Championship that ended up being a long-term partnership that ended in 2015.
In January 2021, LV= came back on board, replacing Specsavers, whose deal came to an end in 2019, leaving the ECB without a title sponsor. LV= is now the title sponsor for both international Test cricket and the County Championship until 2023.
IG
Online trading and investment company IG was declared the official sponsor of England’s national men’s and women’s 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.
Castore
The ECB pulled off a deal for a kit partnership 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 new England cricket kit is made of natural fabrics, making it the first-ever completely recyclable sports collection.
The partnership has seen Castore serve as the Official Kit Supplier for the English cricket teams since April 2022.
Laithwaite’s
Wine manufacturer Laithwaite’s became the official wine partner of the ECB in 2023.
The deal between the two parties is set to run for a period of two years. It will also see the introduction of a special campaign called “Vintage Moments”, which will 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. Rado announced the commencement of the partnership and became the first-ever “Official Timing Partner” of the ECB. The deal has been dubbed to be a multi-year agreement that sees Rado serve as an official partner 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 matches and on big screens during the team and umpire reviews.
Radox
Unilever’s Radox is the UK’s leading shower and bathing products brand. The brand entered into its first-ever sports association by becoming an official partner of the ECB in May 2023.
As per the deal, Radox promotes its latest line of shower gel during ECB matches. The brand is also associated with England’s men’s and women’s teams.
Ascent
Leading European digital services company Ascent is the Official Performance Insight Partner of the England women’s national cricket team. The two parties have been associated with each other since 2021.
As per the deal, Ascent provides real-time data to the coaching staff and management that helps the team make informed decisions.
Chapel Down
British wine producer Chapel Down inked a multi-year partnership with the ECB in April 2022, joining on as its Official Sparkling Wine Partner.
The partnership allows Chapel Down to provide its wine to the teams on the podium during the men’s and women’s international and domestic finals on the ECB calendar.
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.
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 both 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.
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 saw an increase in the minimum wages and the salary cap for county cricketers.
Initial Washroom Hygiene
The ECB announced its partnership 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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India national cricket team sponsors 2023
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Pakistan men’s cricket team sponsors 2023
Royal Netherlands Cricket Association Partners 2023
Afghanistan Cricket Board Partners 2023
Sri Lanka Cricket Partners 2023
Cricket Australia partners 2023
