The England cricket team’s Second Test Win over Australia appears to have had a knock-on commercial impact following the news that Brit Insurance is to become a major news sponsor for the team. The company replaces Vodafone, which pulls out later this year after 12 years as national team sponsor.
Governing body the ECB is believed to have secured around £4 million a year for the deal – which runs for four years starting from January 2010 .
Brit Insurance is regarded as a good fit for the sponsorship – since it is already a high-profile friend of cricket. Currently, it has a naming rights deal with the Oval which also involves the sponsorship of Surrey county cricket club.
Under the terms of the deal, the Brit Insurance logo will appear on all playing and training kit worn by the England cricket teams. The brand will also have advertising in stadia during England matches, image rights and access to players for marketing purposes. “We are delighted to welcome Brit Insurance as the new principal sponsor of the England Cricket Teams,” said ECB CEO David Collier. “With an established brand and excellent reputation within the sport we are looking forward to working closely with them.”