ECB Secures Waitrose as Major Sponsor of England Cricket

England & Wales Cricket Board (ECB) has announced supermarket chain, Waitrose will be a team sponsor of England Cricket starting from next year. 

The Waitrose logo will feature on all England teams playing and training wear from the Investec Test Series against Sri Lanka in May 2014, and their tenure includes prestigious home Series against India (2014) and Australia (2015), the ICC World Cup in Australia and New Zealand (2015), the ICC T20 World Cup and Women’s World Cup in India (2016), and the tour of South Africa (2016).  

ECB Chief Executive David Collier (pictured left) said: “We are delighted to welcome Waitrose as the new sole sponsor of our England teams. The organisation begins their relationship with the sport with one of our marquee partnerships, and as a brand with a rich history synonymous with quality, they are a perfect fit for the ECB and our values. 

“They join at an incredibly exciting time for the sport in England & Wales – with a packed international schedule including Test series against the other three teams who occupy the top 4 spots in the ICC Test Rankings. 

“The partnership will allow us to engage further with a mass, family audience which will inevitably help us achieve our aim of inspiring the nation to play, attend and follow more cricket.” 

As part of the agreement, Waitrose will benefit from a comprehensive range of rights and assets which will include advertising in international cricket grounds, team image rights, ticketing, hospitality and access to England players for commercial and marketing purposes. The agreement also includes a community and recreational project for the sport, details of which will be revealed at a later date.

Mark Price, Managing Director of Waitrose, said: “We currently export our products to a quarter of the world’s countries and associating Waitrose with this great national and international sport will enable us to build our brand globally.” 

Waitrose has 291 branches throughout England, Wales and Scotland, the fastest growing major online grocery service and exports to 45 countries around the world.