Friends Provident has signed a deal with The England and Wales Cricket Board (ECB) through which it becomes title sponsor of T20, the new domestic Twenty20 competition.
The four-year deal, which runs from 2010-2013, will see the competition named as the Friends Provident T20. In addition, the brand will receive in-ground advertising via media such as perimeter boards, big screens and dugouts.
Friends Provident is not new to cricket – having previously sponsored the ECB’s domestic 50-over competition. Commenting on new deal, ECB Commercial Director John Perera said: “Friends Provident has shown a commitment to the sport for over a decade and the next four years will be another important period. T20 is set to be a hugely exciting competition. In partnership with Friends Provident, we will offer spectators an unforgettable season of cricket.”