ECB to Lose Main Partner as Waitrose Decide Not to Extend Sponsorship

The England and Wales Cricket Board (ECB) will be seeking a new principal partner after Waitrose decided not to renew its deal with the organisation. 

The supermarket chain informed the ECB that it wouldn’t be extending their existing three-year contract when it runs out after England tour of India in December.

This will come as a blow to the ECB as Waitrose currently backs all England teams and the grassroots game.

Waitrose was reportedly not ready to pay the 100% increase the ECB were looking for on the £3 million-a-year deal.

An ECB spokesman said: “We are talking to a range of potential partners keen on being involved with the team.”

Waitrose first partnered with the ECB in 2013 replacing insurance firm Brit on the shirts of all England teams.

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