Cricket ECB Royal London Sanjay Patel

50-over cricket continues to offer ‘valuable brand exposure’, says ECB’s commercial director

By Community | October 31, 2017

The England and Wales Cricket Board’s (ECB) commercial director, Sanjay Patel, says the 50-over format of the game continues to offer “valuable brand exposure” after Royal London extended its title sponsorship of men’s and women’s domestic and international one-day cricket for a further two years.

The new agreement will see Royal London continue to sponsor all of England’s home one-day internationals, plus the 50-Over Royal London One-Day Cup competition, until the end of the 2019 season.

Commenting on the deal, Patel said: “It’s exciting that Royal London want to extend their relationship with cricket still further – building on the successful partnership we’ve forged together over the past four years.

“With the England’s men’s one-day team victorious in all three one-day series last summer, the England women’s team winning the ICC Women’s World Cup and the Royal London One-Day Cup serving up a memorable Lord’s final, the 50-Over format continues to enjoy a significant media profile and offer valuable brand exposure.

“We will be aiming to make this partnership even stronger over the next two years and would like to thank everyone at Royal London for being such enthusiastic supporters of cricket at all levels.”

Emma Hill – Group Head of Brand and Sponsorship, Royal London added: “Our initial partnership with the ECB began at an important time in the company’s history as we re-launched the Royal London brand.

“Owing to a very successful 4 years of cricket sponsorship, we’re thrilled to be committing to the sport for another two years as we continue on our brand building journey. Like cricket, we’re a brand steeped in rich heritage and tradition and we’re excited about what we can achieve in partnership together over the next two years.”

Royal London has been an ECB sponsor since 2014 as part of an agreement which also includes support for England women’s one-day cricket and ECB’s age-group competitions at recreational level.

The sponsorship encompasses access to England players, in-ground advertising and corporate hospitality, as well ass competition naming rights.

Cricket ECB Royal London Sanjay Patel