Waitrose bags England cricket team sponsorship deal

Waitrose has signed a three-year deal with the England & Wales Cricket Board to become the new team sponsor of England Cricket from next year.

As part of the sponsorship deal, 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 the prestigious home Series against India in 2014 and Australia in 2015. The sponsorship period will also cover the ICC World Cup in Australia and New Zealand in 2015, the ICC T20 World Cup and Women’s World Cup in India in 2016, and the 2016 tour of South Africa.

ECB chief executive David Collier 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.

“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.”

Rupert Thomas, marketing director of Waitrose, added: “Millions of people play and watch cricket in the UK and at the heart of the game is the cricket tea which of course Waitrose is perfectly placed to provide. We look forward to developing this exciting relationship and bringing benefits to our customers, the Partners who work at Waitrose and the wider community.”

As part of the agreement, Waitrose will benefit from a 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.


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