ECB nets partnership with Sage

The England and Wales Cricket Board (ECB) has announced global accounting and financial software firm Sage as a new sponsor of The Hundred. The multi-year deal will see Sage join as the Official Insights Partner of the tournament.

The UK-headquartered firm will also serve as the Presenting Sponsor of The Hundred Draft, which is scheduled to start from 2023. The partnership will see Sage branding on the umpire uniforms and Sage will also power the Decision Review System (DRS) for broadcast and big screens at the venues.

Also Read – Sponsors of The Hundred

Cath Keers, Sage’s Chief Marketing Officer, commented:

“The Hundred is a tournament with rich data at the heart of its decision-making, from drafting players to in-game analysis.

“Fast accurate decision making powered by deep insights is how we help business flow for our customers. The partnership is an exciting opportunity to share the power of data with a global audience of cricket fans and communities around the UK.

“We’ll bring this partnership to life over the coming months and years making sure our colleagues, customers and communities all benefit with access to tickets and experiences, content and promotional opportunities.“

Rob Calder, Commercial Director, The Hundred, added:

“As a global leader in supporting small and mid-sized businesses with data-driven decision making, Sage is the perfect partner to power our Decision Review System this summer, and The Draft from next year. We look forward to working with Sage as we get ready for another huge summer for The Hundred.“

Sage and The Hundred also plan to launch a new content series focused on the use of data and insights into the 100-ball tournament.